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Not even the sky can contain this ambitious new Apple Watch Series 4 ad

By Adrian Diaconescu

Published: Feb 20, 2019, 9:06 AM

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"Uplifting" is probably one of the most frequently used words to describe some of Apple's best iPhone, iPad, Apple Watch, and even HomePod commercials. But in the latest 60-second clip dedicated to highlighting a few key strengths of the company's newest smartwatch, the protagonist is literally lifted up in the air during an intense workout session carefully supervised by the Apple Watch Series 4.

Directed by none other than Jonathan Glazer, the acclaimed filmmaker behind award-winning dramas "Sexy Beast", "Birth", and "Under the Skin", the visually stunning ad stars indoor skydiving world champion Inka Tiito, whom you might remember from 2017's season 12 of hit reality show America's Got Talent. In other words, Apple enlisted some seriously gifted artists to bring this new publicity stunt to life.

Interestingly, the actual product advertised here is only seen a couple of times for a few seconds, seamlessly integrating into a somewhat ambiguous story about a woman enjoying her freedom while running, swimming, and... flying. The point Apple is trying to make is that you now "have the freedom to go with just your watch" just about anywhere.

Although we're pretty sure the wearable device won't be able to monitor your heart rate as you perform a backward skydiving routine, lifting from the ground to dance with the clouds, you can definitely make, receive, and even reject voice calls after casually plunging into a lake, as well as get turn-by-turn directions during your runs.

It's worth pointing out that we haven't seen a lot of Apple Watch Series 4 ads released since September, as the company has essentially relied on word-of-mouth and heartwarming stories of lives saved by the ECG monitor and fall detection feature to maintain strong demand.

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Adrian, a mobile technology enthusiast since the Nokia 3310 era, has been a dynamic presence in the tech journalism field, contributing to Android Authority, Digital Trends, and Pocketnow before joining PhoneArena in 2018. His expertise spans across various platforms, with a particular fondness for the diversity of the Android ecosystem. Despite the challenges of balancing full-time parenthood with his work, Adrian's passion for tech trends, running, and movies keeps him energized. His commitment to mid-range smartphones has led to an eclectic collection of devices, saved from personal bankruptcy by his preference for 'adequate' over 'overpriced'.

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