Once again the primary objective is to demonstrate how the Watch fits seamlessly into our day to day lives.
In the typical Apple style, the ads feature average users instead of models, and the 15 second spots are fun and light-hearted. Over the years, this is style of advertising has been essential for new technology because the vast majority of us full under the category of 'early majority' or 'late majority' in the 'innovation adoption lifecycle'.
In simpler terms, we allow the wealthier and must-have segments of the population to take the plunge first, before we jump on the bandwagon (usually when its a lot cheaper!).
But times are changing. Generation Y and Z are not scared of technology in the same way that generation X are. And we can now afford to buy the latest gadgets - well, at least Mum and Dad can!
This means tech brands can now start to engage in above-the-line advertising a lot sooner in the product lifecycle. In other words, they can try and convince you and me to buy their product very soon after launch (apologises if you are an early adopter, I am talking to the poorer ex-students out there).
So whether convincing the more cautious gen Xs or more the financially independents gen Ys or Zs, these ads are perfect.We can see people like ourselves using the product very casually,and indeed it looks like the Watch will only enhance our hedonistic lifestyles.
Check out the 'Kiss' ad below!
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