Apple's 'Bounce' AirPods Ad Wins 'Best of Advertising' Award

[MacRumors]

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.

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.

Article Link: Apple's 'Bounce' AirPods Ad Wins 'Best of Advertising' Award

 

[SkippyThorson]

Something I haven’t been able to say about Apple’s ads in a long time...

That was very impressive.

 

[Juzo Fuwa]

Congratulations Apple 👍🏽👍🏽.

 

[AngerDanger]

Well deserved IMO; one of my favorite Apple ads in years.

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.

 

[Westside guy]

I guess this simply shows how the world has changed, but - I wasn't even aware of these ads. I rarely even see ads anymore.

I remember when everyone and his brother was talking about the "silhouette" ads.

 

[justperry]

Well done, I block almost all ads, not really into TV and not located in the States so never
saw this advertisement.
Pretty damned good.

 

[Akiainavas]

I actually think that ad is pretty bad and really dislike it but that’s just my opinion. Congratulations on the award

 

[peteullo]

The spirit of these ads reminds me so much of the classic iPod commercials.

 

[I7guy]

I like that ad and thought it was great. Congrats to the creative directors that brought the ad to life.

 

[Appleman3546]

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.

 

[russell_314]

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.

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.

 

[44267547]

Besides Apple’s hardware quality standards and customer service top rankings, I think their marketing plays a huge role for their product line. But Let’s take the ‘marketing factor’ out for a second, The AirPods sell themselves, it’s really just about the simplicity they offer. Id rank the AirPods and Apple Watch two of my ‘all-time favorite’ products ever to launch under Apple.

 

[russell_314]

I haven't seen the ad but don't have cable TV at home. I was watching TV at someone's house yesterday and saw an iPhone 11 ad. I thought "Wow Apple does run ads" 😂

 

[TheDailyApple]

Where’s the disclaimer warning people against falling backwards into concrete?

 

[roland.g]

I haven't seen the ad but don't have cable TV at home. I was watching TV at someone's house yesterday and saw an iPhone 11 ad. I thought "Wow Apple does run ads" 😂

Really. Someone else’s house.

 

[FightTheFuture]

I guess this simply shows how the world has changed, but - I wasn't even aware of these ads. I rarely even see ads anymore.

I remember when everyone and his brother was talking about the "silhouette" ads.

The pre and post streaming era. Similar of how I’m not familiar with any local radio stations because I’ve been using my iPod, then iPhone, then CarPlay on commutes since 2001.

I was wondering how long before the "but they fall out of my ears" comment would happen.

Everyone’s ears are different. That said I was PowerBeats/Plantronics only in the gym, until I noticed almost everyone was wearing AirPods, even before the AirPods Pro came around.

 

[citysnaps]

Whoa! That was amazing and so creative! I also liked the B&W processing.

 

[Exponent]

Really. Someone else’s house.

Bwahahahaha!
(Oh no, I laughed out loud without wearing a mask or laughing into my elbow!!)

 

[russell_314]

Really. Someone else’s house.

I’m not sure if this is a troll attempt but I’m not getting it 😂😂

 

[19callum93]

Love watching behind the scenes videos. The attention to detail and production that went into this advert is fantastic. Well deserved Apple 👏🏼

 

[MarkB786]

I'm pretty critical of Apple these days, but good ad.

 

[gbc204]

I guess this simply shows how the world has changed, but - I wasn't even aware of these ads. I rarely even see ads anymore.

I remember when everyone and his brother was talking about the "silhouette" ads.

Basically, unless you watch live sports, these days there's very few reasons that most people would watch commercials.

 

[anthorumor]

Apple Creative has always been a favourite of mine, and they never focus on the specs, but the experience. Other companies are now copying this style.

 

[Doctor Q]

I could watch that wonderful bounce ad over and over.

The opening for "The Morning Show" was fun, but I found that I didn't want to sit through it more than once.

 

[sideshowuniqueuser]

Fantastic ad. Except for the part where he totally creeps on that girl sitting on the bench reading a book, that bit was weird.