On Thursday, Apple rolled out a new mini-commercial focusing on the new Apple Watch Series 2 waterproof design. The ad entitled 'Go Swim' is 10 seconds long and part of the company's Gift to Go series, a series of short commercials designed to tease viewers with a bite-sized taste of what they can do.
Each of the said Apple ads from the Gift to Go series is shot on a first-person perspective. This commercial spot is no different, as the ad starts with a person unboxing a brand-new Apple Watch Series 2. In the episode deemed Go Swim, viewers see a man tear out his fairly-new steel watch. It is implied that the said steel watch was a gift from his family.
The scene is cut, taking the viewer for a swim, focusing on the Apple Watch Series 2's waterproof feature. Just like the past Gift to Go commercials, the wearer's arms are laid out on a steady position regardless of the background scenes. This is actually a filmmaking gimmick that has a strong sense of flow as the main objective.
Water-resistant, but there's a catch
This is Apple's first device to have water resistance as a feature. The Apple Watch Series 2 designers name it "swim-proof" design. The previous generation also tolerates water but on a "splash proof" level. This year's iteration can now take up to 50 meters of water depth, making it perfect for people who love underwater activities.
However, the OLED touchscreen's touch feature will not be functional when submerged, as shown in the commercial. Other certain steps are also listed on the link about what to do after the Apple Watch gets wet. The latest Apple Watch Series 2 ad went out just in time as retailers also make efforts to convince as many shoppers as they can to buy the Apple Watch Series 2 over the holidays.
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