To mark the launch of the new and improved AirPods Pro (selling for $A399), Apple has launched a familiar-looking out-of-home campaign.
The new campaign by TBWA\Media Arts Lab features dancers moving along to their AirPods on select walls, billboards, buildings and stories around the world.
Apple actually kicked off the campaign last week, before the new AirPods had been revealed, and has only added the wireless headphones and Apple branding this week (see image below).
As well as the billboards, Apple also ran a projection on the side of a Fifth Avenue building in New York.
— Christopher Ward (@mb_chris) October 31, 2019
Apple’s new dancers are reminiscent of the famous silhouette dancers the company used to promote the iPod in the mid 2000s.
And while the dancers have now come out of the shadows, importantly for Apple, the headphones have lost the long cords that feature so heavily in the old ads.
The latest AirPods ads follow on from the wildly successful ‘Bounce’ campaign, also by TBWA\Media Arts Lab.
Despite the shiny Apple marketing, the new AirPods Pro, which feature noise-cancelling technology, will still set you back $399.