A $ 400 smartwatch could be a matter of life-and-death. It’s brilliantly, gruesomely captured that feeling in a new TV ad.

The one-minute ad spot does n’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.

If they did n’t have this miraculous life-saving product on their wrists, they could have died alone. Apple is well known for commissioning heartstring-plucking ads.

You do n’t have to search long to find people who believe the Apple Watch saved their life. Even though there are other smartwatches that could theoretically make emergency calls, I do n’t think it’s a stretch to say an Apple Watch is the obvious choice.

Apple is now selling you on fear, edging into shady insurance salesman territory to do so. It’s a good ad, but it feels a little shameless.

This is an optional, pricey gadget you have to remember to put on your wrist. The phone that every Apple Watch customer already owns and keeps on their person – except in the middle of a car accident or a paddleboarding excursion.