Apple: Sway

Client: Apple
Date: Nov 2017
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Apple’s annual holiday spot for 2017 depicts a wordless dance to Sam Smith’s Palace in the New York snow, made possible by the brand’s wireless ear buds.

The spot, entitled ‘Sway’, features two New York City dancers who once met at an audition and are now married in real life – Lauren Yatango-Grant and Christopher Grant. The scene opens as Yatango-Grant walking through the city in a flurry of snow and selecting to play Palace by Sam Smith on iTunes.

She closes her eyes and, lost in the moment, begins a lyrical dance as the sky darkens and a spotlight tracks her movement through the streets. The music stops and reality descends when she dances head-first into Grant, however after she places a bud into his ear, the dance begins again as a pas de deux.

When the couple breaks apart, daylight reveals the snow has set thickly on the ground. The line reads: ‘Move someone this holiday’.

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Added 21 September 2020
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