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Apple “This Watch Tells Time” 2020

Apple “This Watch Tells Time” (2020) is an Apple commercial directed by Ian Pons Jewell for Apple, produced by Reset Content. It won 2 awards, including Kinsale Sharks 2020 Bronze Film Craft (International) - CGI/Visual Effects and Ciclope 2020 Bronze Post Production Visual Effects.

This ad showcases the Apple Watch Series 5's diverse functionalities, from telling time and making calls to tracking workouts and monitoring heart health, emphasizing its versatility in everyday life.

Video: Ian Pons Jewell on Vimeo

Shot by shot

  1. A diverse group of people are silhouetted, standing in a line in front of a large abstract painting in a modern art gallery.© Apple0:00
  2. Silhouetted people stand and sit in a modern art gallery, looking at a large abstract painting on the wall.© Apple0:03
  3. Silhouetted people stand and converse in an art gallery, admiring a large abstract painting on the wall.© Apple0:08
  4. A satellite with large solar panels orbits above Earth, which is partially covered by clouds, against a dark blue sky.© Apple0:20
  5. A young woman with long dark hair, wearing a yellow sweater, walks through a busy subway station, passing through turnstiles and looking around.© Apple0:30
  6. A person's arm with an Apple Watch on their wrist, displaying a text message from "Sydney" asking "Did you win?" The person taps the screen to reply.© Apple0:57
  7. A young woman with blonde hair looks up at the camera, with blurred green and red shapes in the foreground, in a gym.© Apple1:02
  8. A woman in a dark swimsuit and goggles swims underwater in a pool, with other swimmers and the pool edge visible in the background.© Apple1:09
  9. A man in a light green shirt runs on a track, then a close-up of a hand tapping an Apple Watch, followed by a man in a scout uniform looking down.© Apple1:13
  10. A man in an orange shirt sits at a cafe table, checking his Apple Watch, which displays a heart rate monitor, then transitions to a CG animation of a human heart.© Apple1:24
  11. A young woman with dark curly hair, wearing a pink floral dress, sits on a rocky cliff edge, looking out at a vast forest landscape at sunset.© Apple1:41
  12. A woman in a pink top sits on a cliff edge, looking out over a vast forest landscape under a cloudy sky with a faint rainbow.© Apple1:46

Stills © Apple. Made by Apple, Reset Content and Ian Pons Jewell.

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

The idea

Highlighting the Apple Watch's many features beyond just telling time.

Tagline: “This watch tells time, among other things.”

product feature showcaseslice of life vignettesvoiceover narrationdiverse castaspirational lifestylehumorous interjection

The cut

Length
115 s
Shots
38
Average shot
3.0 s

What creatives use Apple “This Watch Tells Time” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Apple “This Watch Tells Time”? 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.

    A diverse group of people are silhouetted, standing in a line in front of a large abstract painting in a modern art gallery.© AppleSilhouetted people stand and sit in a modern art gallery, looking at a large abstract painting on the wall.© AppleSilhouetted people stand and converse in an art gallery, admiring a large abstract painting on the wall.© AppleA satellite with large solar panels orbits above Earth, which is partially covered by clouds, against a dark blue sky.© Apple
    Frames from Apple “This Watch Tells Time”

  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 “This Watch Tells Time” in order, with its length, framing and what happens in it.

    A diverse group of people are silhouetted, standing in a line in front of a large abstract painting in a modern art gallery.© AppleSilhouetted people stand and sit in a modern art gallery, looking at a large abstract painting on the wall.© AppleSilhouetted people stand and converse in an art gallery, admiring a large abstract painting on the wall.© AppleA satellite with large solar panels orbits above Earth, which is partially covered by clouds, against a dark blue sky.© AppleA young woman with long dark hair, wearing a yellow sweater, walks through a busy subway station, passing through turnstiles and looking around.© AppleA person's arm with an Apple Watch on their wrist, displaying a text message from "Sydney" asking "Did you win?" The person taps the screen to reply.© Apple
    Length: 115 s · Shots: 38 · Average shot: 3.0 s

  3. 03Ad ideas: every spot built on a product feature showcase

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

    Apple “This Watch Tells Time” is built on a product feature showcase. Search the library by idea to see every spot that uses it.

    Apple “Meet iPhone 12”© AppleBouygues Immobilier “Flexom”© Bouygues ImmobilierEA Sports “EA SPORTS’ Madden NFL”© EA SportsGoogle “Beautiful Chaos EN- PRODUCT”© Google
    Apple · Bouygues Immobilier · EA Sports · Google

More commercials by Ian Pons Jewell

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Questions

Who directed the Apple “This Watch Tells Time” commercial?

Ian Pons Jewell directed it, produced by Reset Content, for the agency Apple.

Which agency made Apple “This Watch Tells Time”?

Apple created it for Apple (2020).

What awards did Apple “This Watch Tells Time” win?

2 awards, including Kinsale Sharks 2020 Bronze Film Craft (International) - CGI/Visual Effects and Ciclope 2020 Bronze Post Production Visual Effects.

What is the tagline of Apple “This Watch Tells Time”?

“This watch tells time, among other things.”

Sources for the credits and awards

web.archive.orgweb.archive.orgawards.ciclopefestival.com