Who break it who burn it
And drag it all around
Who twist it and turn it
You cannot tear it down
Cause every minute of every hour
You’ll be shaken by the strength
And mighty power of my love
Crush it and kick it
When you can never win
Well I know you can’t lick it
I make you give in
Cause every minute of every hour
You’ll be shaken by the strength
And mighty power of my love
Baby I want you you’ll never get away
My love will haunt you
Yes haunt you night and day
Touch it pound it
And drag it all around
Who twist it and turn it You cannot tear it down
Cause every minute of every hour
You’ll be shaken
By the strength and mighty
Power of my love…
Watch the “Hard Knocks” Ad
Behind the Lyrics: Meaning & Story
The Apple Watch Series 7 commercial, titled “Hard Knocks,” features the gritty, high-energy track “Power of My Love” by the acclaimed American musician Jack White. Originally released on his 2014 solo album Lazaretto (and notably a cover of the Elvis Presley classic), the song’s aggressive blues-rock rhythm serves as the perfect backdrop for Apple’s campaign.
The advertisement focuses entirely on durability. The lyrics—”Who break it who burn it… you cannot tear it down”—are used literally here to highlight the crack-resistant front crystal, dust resistance (IP6X), and water resistance (WR50) of the Series 7. By showing the watch being dropped, submerged, and struck during intense physical activities, Apple uses Jack White’s powerful vocals to reinforce that the device is built to withstand the “mighty power” of real-world use. Since Apple’s founding in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne, the brand has been known for its meticulously curated soundtracks that transform tech specs into lifestyle anthems.
Frequently Asked Questions
What is the song in the Apple Watch Series 7 “Hard Knocks” ad?
The song is “Power of My Love” performed by Jack White.
Who originally wrote this song?
While performed by Jack White, the song was originally recorded by Elvis Presley in 1969, written by Bernie Baum, Bill Giant, and Florence Kaye.
What makes the Series 7 different in this ad?
The ad specifically highlights its enhanced durability, being the most durable Apple Watch at its time of release.
When was Apple founded?
Apple was founded on 1 April 1976 in Cupertino, California.
