The New Apple Watch Ad Will Break Your Heart into a Million Tiny Pieces

The Apple Watch launches today. And the company is ramping up its marketing campaign with three new ads. Titled ‘Rise’, ‘Up’ and ‘Us,’ the spots highlight everyday activities enhanced by the Watch. The ads are distinctly more style-focused than the firm’s other product-focused marketing.

‘Us’ (above) is about couples, love, and what’s likely a first, the soupçon of sex. It highlights the Watch’s communication features such as Digital Touch sketch, tap and heartbeat sharing features, and animated emoji.

The other two spots, ‘Rise’ and ‘Up’ (both below), focus on daily routines and working out.