Apple AirPods bounce over Kiev in new TBWA winner

Ever wondered why so many young people wander around cities with hearing aids? Actually They’re Apple AirPods and TBWA\Media Arts Lab has pulled out all the stops for the ubiquitous devices in this new ad ‘Bounce.’ Made mostly using trampolines and similar, as opposed to CGI.

Shot in Kiev, directed by Oscar Hudson for Pulse Films with music by young Jamaican Tessellated.

What can you say? Quite a lot of people on YouTube say they don’t like it but that may say more about Apple’s current status in the world – part of the tax-dodging tech gang – than the ad.

Brilliantly done and puts the product first – the current Apple mantra.

MAA creative scale: 9.

BTW I see that former Publicis creative supremo Nick Law who quit for Apple is to enjoy the handsome moniker VP of Marketing Integration. There are dafter titles in this era of chief undergrowth officers. Maybe it’s correct that his appointment signals more digital stuff from Apple. Be a shame if they stop making such nice ads though.

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