Can tech save lives? Apple’s new film says it certainly can

Wearable tech is often a nice-to-have with so many of Ad Nut’s human friends making regular purchases that Ad Nut has repeatedly referred to as “frivolous”. But through a series of films in Australia, Ad Nut has been reminded that certain pieces of tech could perhaps have the ability to save actual lives. Enter the Apple Watch.

In the latest instalment of an ongoing campaign, Byron Bay resident and experienced swimmer Rick Shearman features in a reenactment of a real-life terrifying episode. While swimming, Shearman is taken 1.6km from the beach by a fast-moving rip current and is forced to make an emergency call for help—through his Apple Watch’s Emergency SOS feature, no less. The actual video recording, which is also featured in the film, depicts the distressing incident and eventually leads to his rescue by helicopter.

Now, usually, Ad Nut would scoff at the premise of a brand reenacting a traumatic incident to promote a product. But in this instance, it really works. The product in question did quite literally save a life, and using the real audio recording heightened the severity and tension of the incident. Kudos to Shearman as well for agreeing to feature in the film, as it certainly made it more credible than if an actor had been commissioned.

The campaign previously featured real-life stories of Bruce Mildenhall and Lexie Northcott, whose calamities were cushioned by Apple Watch’s Fall Detection and Heart Rate Notification features. The current film, ‘Rick’s Rescue,’ is set to appear across broadcast, digital platforms, and social media.

CREDITS

Agency: TBWA\Media Arts Lab, Sydney
Production Company: Scoundrel
Post-Production: Arc Edit & FIN Design + Effects
Sound: Massive Music Sydney
Music: Elliot Wheeler @ Turning Studios

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