Has Apple's 'creepy' new Apple Watch ad backfired?

Apple Watch
(Image credit: Apple)

When it comes to advertising, Apple usually knows what it's doing. The company's ads and keynote events always rack up millions of views online (and of course, by extension, millions of sales). But a trippy new Apple Watch ad has left us, and the internet, a little perturbed.

The ad features all the polish and slick editing we've come to expect from Apple, but with a decidedly surreal edge. From melting beds to a bizarrely slow voice-over, this ad highlighting the Apple Watch's sleep tracking abilities genuinely feels like it's trying to hypnotise the viewer. (You'll find no such underhand tactics on our Apple Watch deals page.)

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Daniel John
Senior News Editor

Daniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.