Holychild song “Running Behind” provides soundtrack to ad for new device.
By James Irwin
In a little less than two months, Apple CEO Tim Cook will take the stage to address graduates at the George Washington University’s main commencement ceremony. His company, meanwhile, already has a unique connection to GW this spring, courtesy of the soundtrack to its latest product.
The first Apple Watch commercial, introducing the brand’s newest personal device, features the song, “Running Behind,” performed by Holychild, an electro-pop band made up of GW alumni Liz Nistico, B.A. '11, and Louie Diller, B.A. '12.
The one-minute commercial, which first aired earlier this month, features no voiceover (an Apple staple). The company has a history of boosting the popularity of music groups through its commercials. Jet, Fiest and The Ting Tings have been featured in past Apple product release videos.
Holychild’s debut album, The Shape of Brat Pop To Come, is set to be released June 2. Ms. Nistico and Mr. Diller were the subject of a March 17 InStyle magazine story and featured in GW Alumni News in November 2013. Mr. Cook was announced as the university’s 2015 commencement speaker last month.