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24 February 2021

That sinking feeling.

by Andrew MacGregor


Apple Watch: “The Future of Health: Sleep” - 30s

This 30" Apple Watch commercial evokes some of IKEA’s trips to the Land of Nod. One of three ‘Future of Health’ ads directed by Ian Pons Jewell, this instalment focuses on sleep tracking with striking, CG-enhanced results.

As the drowsy protagonist talks to camera, her bedroom turns to sleep dust (the non-mucus kind) and sends both her and her cat floating down below. Those who dream about falling from a plane or a skyscraper may balk, but at least this scenario has a soft, happy ending.

Heightened visuals and a calmative VO blend well here, as the fruit-based tech giant continue their ambitious/creepy preoccupation with consumers' vital signs. Still, nothing to lose sleep over...probably.


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