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John Moltz:

I’m fascinated with two moments in the middle of the “Us” Watch ad that show people in the midst of some kind of relationship problems. They’re surprisingly true-to-life and make the ad so much more poignant.

These kinds of quiet just-show-the-features ads are some of the best that Apple has ever done; arguably, they’re some of the best advertising in the world right now. They show simple vignettes that most of us have experienced, showing how the product works for us, but doesn’t make or break the scene. It’s just there, quietly.