Apple has launched a new 30-second film, ‘Dança’, for AirPods Pro 3 starring Brazilian football superstar Vini Jr and his best dance moves.
The campaign follows the athlete dancing through a series of bustling environments, except viewers never get to hear the music he’s moving to.
Instead, the soundtrack is made up entirely of the surrounding noise from busy streets and crowds of people around him – which fails to interrupt his rhythm thanks to the AirPods Pro 3’s Active Noise Cancellation.
The creative highlights the product’s audio capabilities by placing audiences outside Vini’s listening experience. While the footballer remains immersed in his own world, the film demonstrates how AirPods Pro 3 deliver premium sound quality and Apple’s most advanced in-ear Active Noise Cancellation yet, reducing up to four times more noise than the original AirPods Pro.
Known for incorporating dance into his goal celebrations, whether through coordinated routines with teammates or his own signature moves, Vini Jr. was a natural choice for the campaign.
“It’s so fun to see a dance film for AirPods that doesn’t have music. It really makes you want to know what I’m dancing to,” said Vini Jr. “Everyone experiences music differently, and I love that the film leaves space for people to imagine their own soundtrack.”
The campaign is set to roll out globally across television, social and digital channels, with 30-, 15- and six-second cutdowns all retaining the music-free creative approach.
Credits
Agency: Apple Marcom
Director: Aube Perrie
Choreographer: Ryan Heffington
Production Company: Reset
Post-Production: ARC Los Angeles
Audio Post-Production Company: Skywalker Sound
Editing: Gwen Gheild, MakeMake
Director of Photography: Jake Gabby
Colorist: Mikey Pehanich, Royal Muster
