Top Spot of the Week: Apple Watch Endures "Hard Knocks" From Director Craig Gillespie


Robert Goldrich
Wednesday, Jul. 6, 2022


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Titled “Hard Knocks,” this spot shows the durability of the Apple Watch Series 7 as it endures a good knocking around in various scenarios.

Set to the beat of Jack White’s “Power of my Love,” the beating endured by the watch shows that it’s anything but fragile and more than capable of holding up to life’s demands.

Craig Gillespie of production house MJZ directed “Hard Knocks,” which was created in-house at Apple.


Client/Agency Apple Production Company MJZ Craig Gillespie, director. Music Jack White, “Power of my Love”

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