Ad of the Day: Apple enlists Burberry directors for gravity-defying AirPods film
The escapist spot features a cover by Tkay Maidza of a hit 80s song.
To promote the latest iteration of its earphones, Apple has released a fantastical ad that sees people and objects float high in the sky. In ‘Quiet the Noise,’ we see a man hovering over a city while digging, a couple playing chess in a cafe while a huge truck drifts by them and cars lining the clouds while stuck in a traffic jam.
While all of this commotion is going on above, a girl struts down the street, seemingly lost in her own world listening to music.
As she orders something from a kiosk and comes out of her daze, everything above quickly falls back to ground level around her. Throughout the film, a reworked version of The Pixies song Where Is My Mind? plays.
The spot is to promote the tech giant’s latest iteration of AirPods that cancel more outside noise than previous models.
Apple’s long-time agency TBWA\Media Arts Lab worked alongside Iconoclast directors Megaforce, who have been behind Burberry’s dreamlike ads, with Electric Theatre Collective on the VFX.
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