Apple’s latest Apple Watch ads are doing what Apple does best: sending a very clear message with zero room for interpretation. The new campaign, called “Quit Quitting,” is all about New Year fitness resolutions and the very human habit of giving up on them early.
To make that point, Apple decided your furniture is the enemy.
Furniture Literally Chases Apple Watch Users
In a new set of short videos posted to Apple’s official YouTube channel, Apple Watch users are shown running while being chased by household furniture. A bar stool crashes through a window. A bed sprints through a park. An armchair splashes through puddles like it has something to prove.
One ad opens with a blunt stat: “By January 9th, most people have quit their resolutions.” Each clip ends with the phrase “Don’t give in,” followed by the Apple Watch logo.
It is weird, funny, and extremely on-brand for Apple.
The Campaign Makes Sense for Apple Watch
Timing-wise, this campaign checks every box. January is peak resolution season, and the Apple Watch is packed with fitness features like activity tracking, workout stats, heart rate monitoring, and reminders to move.
What stands out is that the ads are not really explaining why you should buy an Apple Watch. The people in the videos already have one. This feels less like a sales pitch and more like Apple nudging existing users to actually use the thing on their wrist.
In that way, the ads feel more like a motivational push than a product introduction.
Where the Message Starts to Feel a Little Heavy
The concept is fun, but it also leans hard into guilt. Your couch is chasing you. Your bed wants you to fail. Comfort is framed as the villain.
For some people, that will be motivating. For others, it might feel like being scolded by a very expensive watch.
There is also a bit of irony here. The Apple Watch is already famous for reminders that never stop. Stand up. Close your rings. Move more. Adding an ad campaign that says “quit quitting” might land better if the watch itself was not already nagging some users every day.
Short-Term Motivation, Long-Term Question Marks
The ads are great at sparking energy. They are fast, funny, and memorable. What they do not really address is how hard it is to stay consistent once the New Year hype fades.
Telling people not to quit is easy. Helping them stick with a habit long-term is harder. The Apple Watch has tools that could support that, but the campaign keeps things simple and loud rather than realistic and balanced.
The 404 Take
Apple’s “Quit Quitting” ads are clever, polished, and perfectly timed for January. They will probably motivate people who already wanted to work out and mildly annoy those who are tired of being told what to do by their wrist.
Classic Apple. Confident, stylish, and not even pretending to be subtle.
