Apple wants you to know that buying a $400 smartwatch could be a matter of life-and-death — and it’s brilliantly, gruesomely captured that feeling in a new TV ad.

Titled “911,” the one-minute ad spot doesn’t show any of the gory details — you simply hear three phone conversations between 911 operators and people who managed to use their Apple Watch when facing seemingly imminent death: one who might drown in a sinking car, one who fell a great distance and broke his leg, and a paddleboarder who got swept out to sea.

They each have a happy ending, Apple informs us: “With the help of their watch, Jason, Jim, and Amanda were rescued in minutes.” But the underlying message is brutally clear: if they didn’t have this miraculous life-saving…

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