The beginning of a new year presents an opportunity to start anew and set personal goals for self-improvement. It is around this time of the year that we vow to exercise more, eat healthier, save more money, or lose weight. Unfortunately, the enthusiasm to stick to the plan often fades at the slightest inconvenience — either because overly ambitious goals were set, the motivation gradually declines, or because a very rigid plan was put in place. As a result, and despite all the good intentions, most people abandon their resolutions before the end of the first month of the year. In fact, the vast majority give up by the second Friday of January, widely known as “Quitter’s Day.”
The Apple brand didn’t raise a generation of quitters. One of the company’s New Year’s resolutions is to motivate people to “Quit Quitting,” encouraging them to keep going despite all the challenges that may lie ahead. To inspire users to pursue their goals, the brand proposes the Apple Watch as a trustworthy companion they can lean on, even when temptations might threaten their progress.
Consisting of three 15-second-long spots, the campaign follows the adventures of 3 protagonists, each facing a different temptation: either a bar stool, a bed, or a recliner. While the spot heroes are in the middle of their working-out sessions, these everyday furniture items try to distract them, tempting them into giving up. Thankfully, the notifications on their Apple Watches help them stay on track, giving them the push they need to resist temptations and keep working to improve themselves.
With Quitter’s Day just around the corner, Apple’s ad feels particularly timely, encouraging everyone who has set new goals to keep fighting for them. “Quit Quitting” shows that giving up is easy, particularly when temptations are everywhere we look. Rather than shaming failure, Apple is delivering an inspiring message, reminding people that progress is about resilience and the power to keep going — while wearing their motivation on their wrists.
CREDITS
Brand: Apple
