17 January 2017
This advert strikes a nice balance between being obvious and abstract. There’s a subtlety to the commercial that I like; it conveys the idea of wireless AirPods giving freedom without saying it. The dancer strafes up the side of buildings in a way that is somewhat realistic, it has an ethereal quality about it which makes the viewer question what parts are camera tricks and what bits are just good dancing.
I also think the choice to make the ad monochrome is interesting given the products on display are also white. Rather than filtering the video to single them out (like a Pleasantville effect), the AirPods blend in with the scenery. The beat at the end where the person takes the earbuds out to hear the sounds of the ‘real world’ is a great touch, too.