At this time of year, hope and ambitions fill the thoughts of many people. Apple’s latest campaign for its smartwatch, led by Alaska through Iconoclast USA, precisely challenges the abandonment of good resolutions and encourages the pursuit of fitness goals.
In each spot a person is chased by a piece of furniture while exercising
Launched in the transition from 2025 to 2026, the brand seeks to help people fulfill their purposes through the Apple Watch. And it communicates this through a trio of ads published in YouTube Shorts format, titled “Quit Quitting.” Each video shows a person being chased by furniture while exercising: a bar stool, a double bed and a wingback chair.
In the first of the spots, while a man goes for a run, viewers are told that, by January 9, most people will have already abandoned their New Year’s resolutions. Suddenly, a stool comes to life and crashes through the window of a bar, tempting him to abandon the race and relax with a drink. But your Apple Watch alerts you that you’re halfway there, giving you enough motivation to step away from the stool and keep running.
Thus, inanimate objects representing various types of temptations come to life in the campaign and chase the runners in the middle of their training, but with a little encouragement from their wearable technology, they can advance towards their goal.
The other two spots show a double bed chasing a runner in the park and a wingback chair dodging puddles on the sidewalk after another person. All three end with the phrase “Don’t give up.”
While the campaign seeks to bring the Apple Watch to the public, it also works as a call to action for consumers, addressing that New Year’s motivation to exercise, although it is assumed that the majority of those who accept the self-imposed challenge surely already use the brand’s watch.
