A surprise appearance by a French music track in one of the new adverts for Apple's new watch, with a song by La Femme appearing in their 'Ride' commercial.
The music being used is Nous étions deux, a track from their 2013 Psycho Tropical Berlin debut album.
The song was released as a single with its own video clip.
I can't see an obvious connection between being lost on your scooter and asking Siri for directions via your watch and a cool piece of modern French psych, other than Apple wants its Apple Watch to be seen as cool, and La Femme certainly are that.
Still, if it introduces a very fine band to a wider audience that can be no bad thing at all.
La Femme are on tour and have a sold out gig at Koko in London on November 24, and have confirmed a show at L'Olympia in Paris on March 23 next year,