Apple’s latest ad will make believe an Apple Watch can fly

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Flight 2
Apple's best commercial of 2019 so far.
Photo: Apple

The latest Apple Watch ad likens the Apple Watch Series 4’s cellular capabilities to the power of flight.

It features 29-year-old Finnish-American athlete Inka Tiitto, best known to U.S. audiences for her appearance in America’s Got Talent. It depicts Tiitto running through woods and mountainsides, before eventually being hurled upward into the sky for a dazzling skydiving display.

Check it out below.

Defying gravity

The ad is directed by Jonathan Glazer. Glazer has previously directed movies and music videos, including Jamiroquai’s award-winning “Virtual Insanity” video. Here, he picks up on some of the same gravity-defying tricks that made that ad so memorable.

“Flight” is also reminiscent of some other gravity-defying Apple ads. In particular, it reminded me of the cool mind-bending ads which accompanied the launch of the AirPods. There’s also more than a touch of that same quality in Spike Jonze’s memorable HomePod ad.

Make sure that you remember this spot around the time that commercial awards are given out. There’s a good chance you’ll see more of it!

Source: Creative Review