DAVID reviews

19 September 2017

All aboard.

by Andrew MacGregor

Apple Watch: “Roll” - 60s

Since its 2015 launch, the Apple Watch has struggled to justify its existence. Forgettable advertising hasn't helped matters. Launched during Sunday's Emmy Awards, this 60" commercial bucks the trend.

While Labrinth's ‘Misbehavin' plays through Kilian Martin's AirPods, the Spaniard turns this train station into a skate park. As Martin fills his trick meter, newsstands and even commuters are drawn to his orbit.

Apple's spin on the skater film is unsurprisingly slick. Gravity-defying flourishes augment Martin's impressive board work, while the thud which accompanies Martin's landing provides a satisfying mic drop.

With Apple fans reeling over the iPhone X's price tag, this gives the third-generation timepiece a boost. Aligning it with the brand's wireless earbuds also strengthens the product's worth - and not before time.

Film Production: Rogue Films Ⓟ Ⓦ
Director: Sam Brown Ⓟ Ⓦ (Carnage Ⓦ)
Cinematography: Steve Annis
Music: Misbehaving - Labrinth
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