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Key Takeaways
- Apple’s latest campaign retells the harrowing real-life rescue of swimmer Rick Shearman, made possible by the Apple Watch’s Emergency SOS feature.
- Created by TBWA\Media Arts Lab Sydney, the spot adds to a growing series of emotional testimonials highlighting the product’s life-saving potential.
- The campaign leans on true stories to turn practical product features into powerful human narratives.
What happens when the Apple Watch meets a life-or-death moment at sea? Watch Apple's new ad campaign, and you'll find out.
"Rick’s Rescue," the tech giant's new campaign in Australia, shares the gripping true story of Byron Bay resident Rick Shearman, who used his Apple Watch to call for help after being dragged 1.6 kilometers out to sea by a rip current.
Re-enacted in dramatic fashion, the spot follows Rick’s quick thinking and the critical role of the watch’s Emergency SOS and location tracking features in his helicopter rescue.
Made by TBWA\Media Arts Lab Sydney, the campaign is the latest in Apple’s series spotlighting real users whose lives were saved by Apple Watch.
For creative agencies, real-user storytelling like this proves just how important authenticity is in brand communication — especially when tech is involved.
Real Rescue, Real Tech
The short film recreates Rick’s open-water ordeal, with a voiceover pulled from the actual emergency call made through his Apple Watch.
"I'm in very rough seas. I was bodysurfing and I was sucked right out to sea in Byron Bay," the swimmer tells the man on the other line.
Ocean shots are intercut with the perspective of the rescue helicopter team, who confirmed that the watch’s precise location data was crucial in locating him quickly.
On July 13, 2024, Rick was then rescued.
Apple's broader campaign also features other real-life stories — including handicapped athletes — whose Apple Watches aided them in their sports journeys.
By leaning into real testimonials, Apple continues to reframe the Watch not just as a lifestyle gadget, but as a life-saving tool.
Previously, the tech giant launched a campaign for its AirPods 4 starring Hollywood actor Pedro Pascal.
Why are these campaigns smart? They propel Apple and its products further into the territory of real-world utility and trust, raising the bar for how brands can take an emotional approach for heightened audience engagement.
Want to explore creating impactful content for your brand? See our roster of the top creative agencies here:
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