Apple launches AirPods Pro ad with ‘Apple sensibility’
Emphasis on ‘noise cancellation’ without noise disturbance
[매드타임스 이지원 인턴 기자] Apple’s AirPod ads emphasize ‘noise cancellation’ from the first campaign to the present day. The first ad two years ago, when noise cancellation was unfamiliar, was kind enough to introduce its function through a contrast between busy mornings and free nights. Advertisements launched thereafter continued to show the main character walking around an ordinary city in an unusual way. A man jumps around in a black and white world with great jumping power, and a man and a woman dance and fall in love with fate. Last year’s AirPods Christmas advert featured a ‘human Elsa’ who turns anything into snow when she touches it. As such, Apple’s advertisements mainly showed the image of ‘a person wearing AirPods’ who fell into a world of their own, disconnected from the noisy daily life through dynamic dance.
The ad emphasizes ‘noise cancellation’ again this time. However, it takes the opposite approach to the previous ad. The focus was on the ‘environment’ of the person wearing the AirPod, not the person wearing the AirPod. The video begins with a daily routine full of noise, such as drills drilling through the ground, loud horns, and parade noises. However, the female protagonist’s egg is peaceful. I usually walk around the city on empty streets without noise. No dancing, no running. But when noise cancellation is turned off, the noise above the sky falls to the ground. In this way, women live a noisy daily life and a quiet life at the same time. Through this ad, Apple emphasized the noise canceling that AirPods are twice as powerful. In fact, the quiet street and quiet protagonist in the video suggest a more powerful noise canceling function.
TBWA∖Media Arts Lab was also responsible for the advert for this AirPod, and the background music was the Pixies song ‘Where is My Mind’ covered by Tkay Maidza. Meanwhile, the commercial was directed by Megaforce. Megaforce is also famous for the Burberry adverts, and has been involved in the production of adverts such as ‘Couch’ and ‘Go Time’ for Apple.
On the other hand, all ads for wireless earphones except AirPods feature a different world that can be encountered through noise cancellation. However, there is a difference in this world that each person contains. Samsung’s Galaxy Buzz Pro 2 ad, launched last year, emphasized clear sound sources by moving to live music venues, while Sony’s headphones showed a connection to games and virtual worlds.
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