The brief was to demonstrate the durability and toughness of Apple Watch, shown in an irreverent, visceral way that hadn't quite been done before.

The TVC puts Apple Watch Series 7 through its paces, from everyday mishaps to more serious accidents to the realms of the ridiculous. We start off seeing the knocks it might get in a wide range of various sports from tennis to ice-skating, then progress from those to the more unexpected. Everything adds up to demonstrating the durability of Apple Watch.

The Apple Watch Series 7's toughness is celebrated in a spot showing the countless times it has to cope with "hard knocks."

The perception of the Watch's durability was bolstered successfully