DAVID reviews

19 September 2017

Apple Watch: All aboard.

by Andrew MacGregor

Apple Watch: “Roll” - 60s

Since its 2015 launch, the Apple Watch has struggled to justify its existence. Forgettable advertising hasnít helped matters. Launched during Sundayís Emmy Awards, this 60Ē commercial bucks the trend.

While Labrinthís ĎMisbehaviní plays through Kilian Martinís 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.

Appleís spin on the skater film is unsurprisingly slick. Gravity-defying flourishes augment Martinís impressive board work, while the thud which accompanies Martinís 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 brandís wireless earbuds also strengthens the productís worth - and not before time.

Film Production: Rogue Films Ⓟ Ⓦ
Director: Sam Brown Ⓟ Ⓦ
Cinematography: Steve Annis
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