We’ve all been there. The calendar flips to January 1st, and we’re ready to conquer the world. But according to statistics, that burst of motivation has a very specific expiration date. Apple’s newest ad campaign, titled “Quit Quitting,” tackles this phenomenon head-on. Released just in time for the 2025 New Year season, the campaign is a humorous, high-energy reminder that while giving up is easy, the new Apple Watch is designed to make keeping going just a little bit easier.
The core premise of Apple’s new campaign centers around a discouraging statistic: most people abandon their New Year’s resolutions by the second Friday in January. This date is infamously dubbed “Quitter’s Day.” Rather than shying away from this reality, Apple embraces it with a series of relatable spots (“Bed Chase” and “Couch Chase”). The ads feature everyday people literally running away from the symbols of sedentariness—a cozy bed pursuing a runner down the street, or a plush recliner trying to lure a user back indoors.
Apple’s marketing often focuses on the aspirational athlete—the marathoner or the mountain climber. “Quit Quitting” feels refreshingly grounded. It speaks to the beginner, the restarter, and anyone who has ever felt guilty about falling off the wagon two weeks into January.
What is your main fitness goal for this year, and which Apple Watch feature helps you stick to it? Let us know in the comments below! Stay updated with the latest news and deals by downloading the Appleosophy App from the App Store or by visiting our website.
