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By Ellen Ormesher, Senior Reporter

March 11, 2020 | 2 min read

Apple’s latest campaign debuts the new active noise cancellation technology of its wireless AirPod Pro headphones.

The world around us is chaotic, with noise and new information constantly competing for our attention. Apple’s new AirPod Pro headphones combine the wireless technology of its original AirPods, with noise-cancelling capabilities that allow listeners to snap back and forth with just the flick of a button – and tune in or out to the world around them as they like.

In ‘Snap’ we see how the switch between ‘transparency’ mode and ‘active noise cancellation’ helps a young woman experience the world in a different way.

In the spot, the girl leaves class and steps out onto a busy street. Overwhelmed by the scene, she puts in her AirPods Pro and enables active noise cancellation mode. The world around her immediately switches to a serene, neon-lit version of the same surroundings, and we see her transition back and forth between the two worlds as she makes her journey.

To achieve the 'Snap' effect, director Kim Gehrig shot the entire film both in the daytime and at nighttime, to allow for the seamless transition between the two, distinct worlds. The campaign also premieres a new track by Australian artist Flume, featuring Toro y Moi.

Apple: Snap

By Apple

Overall Rating 4/5

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