Japan – Apple Japan, in partnership with TBWA\Media Arts Lab Tokyo, has launched a new campaign spotlighting the true story of Masahiro Suzuki, a heavy metal fan whose Apple Watch detected irregular heart rhythms—prompting life-saving medical intervention.
Titled ‘Suzuki-san’s Heart Story’, the 30-second film reenacts how Suzuki received atrial fibrillation alerts during a cycling workout, leading him to seek medical help before a serious cardiac emergency.
Suzuki was first notified of an irregular rhythm on his Apple Watch and later observed unusually high heart rates during exercise. Two follow-up ECG readings indicated signs of atrial fibrillation, prompting him to consult a doctor and undergo surgery.
The campaign features music by ASTERISM, a three-piece heavy metal band from Fukuoka and one of Suzuki’s favourites, who performed for the live concert scene and scored the film.
An additional campaign asset includes a real LINE messenger exchange, further grounding the story in Suzuki’s lived experience.
The campaign rolls out June 12, 2025 (PST) across TV, online, digital, and social platforms. It continues Apple’s global series spotlighting real-life accounts of how Apple Watch’s health features have contributed to early detection and intervention.
