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Timed to launch alongside the 2021 Grammy Awards, Apple has released its latest ad—a high energy, beautifully shot spot for AirPods Pro that shows a man jumping through his neighborhood in a continuous game of double Dutch.
The ad, titled “Jump” and created by TBWA\Media Arts Lab, went live on Sunday and spotlights the product’s noise-cancellation feature and secure fit.
It shows a man navigating the streets as everyday objects turn into jump ropes. It aims to show how people can lose themselves in music and escape the mundane.
The ad is set to the track “Fallin Apart” by Australian artist Young Franco, featuring Pell and Denzel Curry.
The campaign extends into social with a Snapchat AR filter that uses the app’s full-body tracking feature and enables users to play with a virtual jump rope. A TikTok hashtag challenge also encourages fans to participate.
The spot has echoes of AirPods’ award-winning 2019 “Bounce” ad, which sees the world of a downbeat, suited man transformed by music. As he turns on his music, every street and building becomes like a gigantic trampoline—highlighting how music takes us to another world.
CREDITS:
Agency: TBWA\Media Arts Lab
Director: Sam Brown
DP: Maria Jose Secco
Movement Coach: Megan Lawson
Production Company: Imperial Woodpecker
Talent: Kengo Sugino
Music: “Fallin Apart” by Young Franco ft. Pell & Denzel Curry
