Tilt[ed.3, 2026]
I’m not sure about you guys but I have been watching a LOT of sport recently. It’s pretty much the only reason I’ll watch free to air TV and, as a result, I’ve also found myself watching a lot more of something else: advertising.
A particular ad jumped out at me this week (during the tennis? cricket? cycling?): this ‘Quit Quitting’ spot from Apple, showcasing the power of their Apple Watch to stop you from giving up your New Year’s fitness resolutions. My housemate and I had the same reaction… we really didn’t like it.
In the ad, a woman is seen running through a city while an announcement encourages everyone - seen in their gym, aqua aerobics and zumba classes - to quit. The woman is immune from falling victim to ‘Quitters Day’ (the second Friday in January, identified as the day most people abandon their New Year's resolutions) thanks to - you guessed it - her Apple Watch.
The ad relies heavily on an advertising technique as old as advertising itself: shame. While my immediate emotional reaction to the ad was distinctly negative, I’ve worked in marketing long enough to know that doesn’t necessarily mean the ad won’t work. That leaves the question to unpack…