Apple has introduced a new campaign in Australia through TBWA\Media Arts Lab Sydney, spotlighting real, distinctly Australian narratives to illustrate how the Apple Watch can be a lifesaver. The campaign features Bruce and Lexie, who share their personal experiences demonstrating how Fall Detection and Low Heart Rate Notifications—two health and safety features of the Apple Watch—aided them in unforeseen situations.
Bruce Mildenhall, for instance, found himself alone one day, cycling in the Macedon Ranges, Victoria, when he collided with a kangaroo. His Apple Watch detected the severe fall and activated Fall Detection. While Bruce lay unresponsive, his Apple Watch automatically contacted emergency services, shared his location, and notified his wife. Bruce appreciates that his Apple Watch sprang into action when he needed it the most.
Lexie Northcott and her mother Karla share an active lifestyle, often indulging in mountain hikes across Australia. Lexie began receiving notifications from her Apple Watch about a low heart rate throughout the day. Initially attributing it to her fitness level, she eventually sought medical advice. Doctors diagnosed a serious heart block, prompting emergency surgery to implant a pacemaker. Karla attributes the Apple Watch to helping save her daughter’s life.
These testimonials underscore how the Apple Watch’s health and safety features are readily available when needed. The campaign will be showcased on TV/TVO, cinema, online video, digital, and social media platforms.
Agency: TBWA\Media Arts Lab, Sydney
Production Company: Collider
Director: John Hillcoat
Music: MassiveMusic
Artist: Eee Gee
