After seeing the new Apple advertisement, viewers have branded it the 'darkest bit of marketing'. Watch the ad for yourself here:
When you watch the minute-long clip, it soon becomes clear that the conversations played are from real life 911 calls from people contacting the emergency services.
First of all, a woman can be heard explaining how she's stuck in her car which is sinking. Then there's a man who is telling the operator how he's being pushed out to sea on a paddle board.
The third voice is from a farmer called Jim who's fallen 21 feet and broken his leg. It's during the chat with Jim that people become aware that all of the people featured are using their Apple watch because they can't get to their mobile phone.
The new product has SOS calling, a heart rate monitor and a fall detector, which could save your life if you find yourself in danger.
The whole point of it is to show viewers how necessary having an Apple watch is, with it literally saving people's lives.
Text on the end of the advert reads: "With the help of their watch Jason, Jim, and Amanda were rescued in minutes."
Some viewers aren't convinced, however, and don't think it needed to be so intense, with one writing: "There’s absolutely no f****g need for that Apple Watch advert to be that scary."
Another said: "That Apple Watch advert on Sky really said buy our watch or f*****g die."
And a third commented: "Dark advert for the new Apple Watch Series 7. Probably the darkest bit of marketing I’ve ever heard in my life I’m shocked."
Someone else added: "Understand the rationale and effectiveness of this advert from @Apple but the fact it's purely for commercial gain just doesn't sit right for some reason."
Others were all for the advert, with one explaining: "Apple Watch has saved a ton of lives, don’t see what’s wrong with advertising that."
Another agreed: "Incredible advert from @Apple. A perfect example of powerful storytelling and leading with benefits, not features. Emotion will always drive sales."
Someone else simply wrote: "The Apple watch advert is very smart marketing."
LADbible has reached out to Apple for a comment.
Featured Image Credit: Ekaterina Minaeva/Alamy Stock PhotoTopics: Apple, Technology
Rebecca Shepherd