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Apple “Apple Watch 911 Anthem” 2022

Apple “Apple Watch 911 Anthem” (2022) is an Apple commercial directed by Andy Hall, produced by Not to Scale Presents. It won one award: D&AD 2022 Graphite Pencil — Film / TV/VOD Commercials 31 - 120 Seconds.

Three individuals in life-threatening situations use their Apple Watch to call 911 and are rescued, highlighting the device's emergency capabilities.

Video: Apple on YouTube

Shot by shot

  1. An aerial shot shows a highway cutting through a misty, watery landscape at dusk, with text appearing on screen.© Apple0:01
  2. The words "911" and then "a" and then "hang" appear on screen over a wide shot of a dark ocean under a stormy sky.© Apple0:08
  3. An aerial shot captures a long, straight road cutting through a misty, sun-drenched rural landscape with farms and fields at golden hour.© Apple0:16
  4. An aerial shot captures a bridge over a river, shrouded in mist, at dawn, with text overlayed on the screen.© Apple0:24
  5. A wide shot of a dark, stormy ocean with a dramatic sky, as text appears on screen.© Apple0:28
  6. An aerial shot captures a long, straight road cutting through a vast, misty rural landscape with farms and fields at sunrise.© Apple0:30
  7. An aerial wide shot shows a misty landscape with a body of water and a road at dawn, with the text "to" and "me." appearing on screen.© Apple0:34
  8. A wide shot of a dark, stormy ocean under a dramatic sky, with text appearing on screen.© Apple0:36
  9. An aerial wide shot captures a misty, dark landscape with a road and a small body of water under a colorful dawn sky.© Apple0:39
  10. An aerial shot captures a rural landscape with a long road stretching into the distance, surrounded by fields and scattered buildings, under a misty sunrise.© Apple0:41
  11. On-screen text appears over a wide shot of a dark ocean under a stormy sky, with a faint line of light on the horizon.© Apple0:43
  12. An aerial shot of a vast, misty landscape at dusk, with a road cutting through the fog and small bodies of water reflecting the dim light.© Apple0:46

Stills © Apple. Made by Not to Scale Presents and Andy Hall.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Real 911 calls demonstrate Apple Watch's life-saving emergency features.

Tagline: “With the help of their watch Jason, Jim, and Amanda were rescued in minutes.”

real 911 callsvoiceover narrationsense of urgencyproduct as saviordramatic landscapestext on screen

The cut

Length
60 s
Shots
16
Average shot
3.8 s

What creatives use Apple “Apple Watch 911 Anthem” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Apple “Apple Watch 911 Anthem”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    An aerial shot shows a highway cutting through a misty, watery landscape at dusk, with text appearing on screen.© AppleThe words "911" and then "a" and then "hang" appear on screen over a wide shot of a dark ocean under a stormy sky.© AppleAn aerial shot captures a long, straight road cutting through a misty, sun-drenched rural landscape with farms and fields at golden hour.© AppleAn aerial shot captures a bridge over a river, shrouded in mist, at dawn, with text overlayed on the screen.© Apple
    Frames from Apple “Apple Watch 911 Anthem”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Apple “Apple Watch 911 Anthem” in order, with its length, framing and what happens in it.

    An aerial shot shows a highway cutting through a misty, watery landscape at dusk, with text appearing on screen.© AppleThe words "911" and then "a" and then "hang" appear on screen over a wide shot of a dark ocean under a stormy sky.© AppleAn aerial shot captures a long, straight road cutting through a misty, sun-drenched rural landscape with farms and fields at golden hour.© AppleAn aerial shot captures a bridge over a river, shrouded in mist, at dawn, with text overlayed on the screen.© AppleAn aerial shot captures a long, straight road cutting through a vast, misty rural landscape with farms and fields at sunrise.© AppleAn aerial wide shot shows a misty landscape with a body of water and a road at dawn, with the text "to" and "me." appearing on screen.© Apple
    Length: 60 s · Shots: 16 · Average shot: 3.8 s

  3. 03Ad ideas: every spot built on a voiceover narration

    Before you present an idea, you need to know who has done it, and how.

    Apple “Apple Watch 911 Anthem” is built on a voiceover narration. Search the library by idea to see every spot that uses it.

    Royal Jordanian “Fear of Flying”© Royal JordanianJohnnie Walker “Keep Walking”© Johnnie WalkerThe Independent “Litany”© The IndependentScotiabank “What Do You Make”© Scotiabank
    Royal Jordanian · Johnnie Walker · The Independent · Scotiabank

Award-winning tech commercials

Questions

Who directed the Apple “Apple Watch 911 Anthem” commercial?

Andy Hall directed it, produced by Not to Scale Presents.

What awards did Apple “Apple Watch 911 Anthem” win?

1 awards, including D&AD 2022 Graphite Pencil — Film / TV/VOD Commercials 31 - 120 Seconds.

What is the tagline of Apple “Apple Watch 911 Anthem”?

“With the help of their watch Jason, Jim, and Amanda were rescued in minutes.”

Sources for the credits and awards

dandad.org