Apple's creative "Bounce" ad designed to highlight the AirPods took top honors in the 99th annual ADC (Art Director's Club) awards for advertising, earning the "Best of Discipline" award along with two Gold Cube awards in the craft in video and branded content categories.
Released in June 2019, the ad features a bored man who pulls his AirPods off of their wireless charging pad and then pops outside to bounce over street items that are bouncy like a trampoline. The song "I Learnt Some Jazz Today" plays in the background while he bounces throughout town.
The ad was created by Apple's longtime advertising partner TBWA\Media Arts Lab, and the One Club website where awards are announced has a behind the scenes video that gives some insight into how it was filmed. All of the physical bouncing was done in camera with various props, with a city set built in an airport hangar.
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Apple content won other awards too. Apple's AirPods Pro ads on Apple Stores worldwide earned a Silver Cube award, the opening theme for "The Morning Show" won a Bronze Cube award, and the "Snowbrawl" video won a Bronze Cube award.
Top Rated Comments
(View all)I remember when everyone and his brother was talking about the "silhouette" ads.
I was wondering how long before the "but they fall out of my ears" comment would happen. Since the advertisement didn't feature you or claim they stay in your ears it's not misleading. I've tried and can't get them to fall out my ears. Short of me getting ran over by a car I don't suspect they ever will fall out.Creative ad, but misleading...the AirPods 2 were not made to stay in people’s ears when exercising or moving their head, only the AirPod pros do that.
That was very impressive.
All of the physical bouncing was done in camera with various props, with a city set built in an airport hangar.
It's also cool that they seemed to use the same technique that made Spike Jonze's HomePod ad possible: practical sets meticulously constructed and moved around before the seams were digitally removed.