Apple’s latest ad opts to go country as it demonstrates the benefits of having both an Apple Watch and an iPhone. 

a middle-aged rancher and his dog as he drives through a seemingly never-ending field of haystacks.

Kitty Wells’ iconic country and western track Searching (For Someone Like You) provides the soundtrack for the spot. 

https://www.youtube.com/watch?v=cXKu9qTmA2M

In a nutshell, the ad centres around a middle-aged rancher and his dog as he drives through a seemingly never-ending field of haystacks. Eventually, he steps up and pulls up his sleeve to show his Apple Watch which he uses to locate his lost iPhone. The metaphor of ‘finding a needle in a haystack’ is debunked with the ease of an Apple Watch. 

The clever use of storytelling through imagery and music prevents the ad from coming across as forceful or over-thought and is an attractive way of selling and marketing a household brand. 

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