You might know Jonathan Glazer as a director from his movie “Birth” with Nicole Kidman, or maybe from the hit “Under the Skin” with Scarlett Johansson. Or, you just might know him from his commercials; his most recent Apple Watch commercial is definitely gaining attention.
Glazer has been directing advertising commercials since the 90s for brands like Stella Artois, AT&T, Levi’s, and many more. His ads for Guinness, “Swimblack” and “Surfer,” gained him particularly good reviews. Now he just finished his most recent ad for Apple Watch, entitled “Flight,” which aired during the 2019 Brit Awards yesterday. The short video is meant to show how Apple Watch is reliable with cellular connectivity in various environment.
The video follows a woman jogger, going for a run on a blustery day before the wind sweeps her up to the clouds. There, she dances and spins with joy before falling back to Earth and landing in a scenic lake among the mountains. For the ad, Glazer worked with Inka Tiitto, air dancer and indoor sky-diving world champion, to show how free and weightless life with the Apple Watch can be.
What’s next for Jonathan Glazer? The director/filmmaker is going back to the movies to reunite with Daniel Landin, a cinematographer who Glazer worked with on “Under the Skin.” Together, they are working on a currently-untitled film about the Holocaust that is supposedly set to premiere in 2020.
Watch the Apple Watch Ad “Flight” here: