Apple – 911, What's Your Emergency?

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Taking the testimonial to the extreme, Apple and TBWA\Media Arts Lab's latest spot sees, or rather hears, genuinely emergency calls made from the tech company's ubiquitous wearable.

Featuring a trio of desperate callers; Amanda, Jason and Jim; 911 takes viewers on a journey from initial contact to eventual rescue, the drama being carried entirely by dialogue and on-screen text.

Powerful, gripping and ultimately persuasive - you can't really deny the usefulness of the device in these situations - this startling spot is devastating in its effectiveness.