You’ve got my attention Apple. Have you seen this ad?

When this popped up on my news feed I thought, “is this real?”

It’s a simple ad. Audio of 911 (000 in Australia) calls, text and aerial overlay. That’s it. The people in peril are saved by calling emergency services via their Apple Watch. The calls are compelling. It made me immediately check if my cell plan was active for Watch Series 7 with LTE.

I recently took an urgent call on my Apple Watch over Wi-Fi. I didn’t have my phone with me and it was critical to receive the call - of a medical nature - at that time. So I see why this ad works. It’s confronting, especially if they are real emergencies.

Watch it for yourself.