In its latest campaign launched in Japan, Apple tells a gripping, real-life story that combines heavy metal and heart health. Titled “Suzuki-san’s Heart Story”, the film follows Masahiro Suzuki, a devoted metalhead whose Apple Watch may have saved his life by detecting signs of atrial fibrillation during a routine workout.
The 30-second spot, produced by TBWA\Media Arts Lab, dramatizes the sequence of events that unfolded one day while Suzuki was cycling. The Apple Watch first alerted him to an abnormally high heart rate, followed by irregular rhythm notifications. Concerned, Suzuki used the ECG app to record two readings, both showing signs of atrial fibrillation. He promptly sought medical attention and underwent surgery to avoid what doctors warned could have led to a cardiac emergency.
More than just a tech ad, the campaign is a testament to how wearables are changing lives. It is part of Apple’s ongoing global initiative that puts real users at the center, showcasing how Apple Watch’s health tools can make a tangible difference — and sometimes even save lives.
Bringing Suzuki’s personality to the forefront, the ad features his favorite band, ASTERISM — a high-energy Japanese heavy metal trio. Not only do the musicians perform in the film’s concert scene, but they also composed the original score, adding emotional depth and authenticity to the production. Since their formation in Fukuoka in 2014, ASTERISM has gained global recognition, performing across continents from the U.S. to the Middle East.
To add another layer of realism, the campaign includes assets like screenshots of Suzuki’s LINE Messenger conversation with his wife — a quiet yet powerful detail that highlights the personal nature of the story.
With this campaign, Apple continues to position the Apple Watch as more than a lifestyle gadget — it is a health ally, a proactive tool, and in some cases, a lifesaver. Suzuki-san’s Heart Story is a reminder that behind the technology are very human moments — some ordinary, others life-defining.
