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

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Apr 12, 2001
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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
 

AngerDanger

macrumors 601
Dec 9, 2008
4,626
20,895
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.

 

russell_314

macrumors 65816
Feb 10, 2019
1,219
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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.
 

Relentless Power

macrumors Nehalem
Jul 12, 2016
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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.
 
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FightTheFuture

macrumors 65816
Oct 19, 2003
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that town east of ann arbor
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.
 

19callum93

macrumors regular
Sep 20, 2012
185
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Love watching behind the scenes videos. The attention to detail and production that went into this advert is fantastic. Well deserved Apple 👏🏼
 

gbc204

macrumors regular
May 9, 2011
215
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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.
 

Doctor Q

Administrator
Staff member
Sep 19, 2002
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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.
 
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