Apple's New "Hard Knocks" Apple Watch Ad

Earlier today, Apple released this new advert for their Series 7 Apple Watch which seems to highlight and promote the watch's durability and resilience when presented with various "challenging" and weathering conditions.

The Apple Watch ad, simply titled "Hard Knocks" plays out a number of scenarios in which various people (athletes, wrestlers, gymnasts, chefs etc) are either intentionally or accidentally exposing their Apple Watches to varying impacts, liquids and weather conditions.

Some examples of these include someone diving into a pool from a height, a chef working next to a flaming pan on a hot cooker, a tennis player diving into the mud and an ice skater taking a fall onto the ice. The ad runs for 1 minute and 38 seconds, with the tagline "The most durable Apple Watch ever" set to the song "Power of my Love" by Jack White.

According to Bloomberg, Apple is currently working on a version of the Apple Watch with a rugged casing which is more tailored towards athletes, hikers and other sporty outdoors types that would use the watch in conditions which are more challenging and extreme than day to day activities would provide. It will bring the same features and functionality of the standard Apple Watch, but with improved impact resistance and protection. Apple is expected to launch the rugged Apple Watch later on in 2022.

What are your thoughts on the ad? Will you be purchasing a rugged Apple Watch 7? Let us know your thoughts in the comments below!


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