Tech giant Apple have released a new one-minute, nine-second video for the release of their new AirPods with Spatial Audio. The ad features a number of colourful silhouettes dancing around to music from popular British icon Harry Styles.
This commercial is a throwback to a similar one made by the company quite a few years back (over 20 to be exact), that was made to announce the launch of another one of their music-designed products, the iPod.
https://www.youtube.com/watch?v=LkRoRQAkelI
The campaign was brought back to life, only this time the silhouettes seen in the background are full of colour, as they dance to Styles’ latest track “Music for a sushi restaurant”. The song was taken from his new album titled “Harry’s House”.
This video, which apparently set the company back by almost $50 million, was developed by industry veterans TBWA\Media Arts Lab, who have worked with Apple in the past in their iPhone 12 launch campaign and have quite the impressive portfolio of artists in their record books, having made clips for Coldplay, Bob Dylan, Dua Lipa and other heavyweights of the music industry.
The clip aims to show how the new spatial audio feature of the AirPods will work, as the colourful silhouettes multiply in a similar way as the user feels the audio surround them.
The company had launched another, similar ad last October, this time with music by Lex Junior.
