Apple on Sunday unleashed its latest epic AirPods Pro commercial, this time featuring a man embarking on a city-wide, fantastical game of jump rope—as a metaphor for the energizing feeling of losing yourself in music, without having to worry about your earbuds popping out.
"Jump," which has a lot in common with 2019's "Bounce," broke during the Grammy Awards and is set to the 2020 track "Fallin Apart" by Australian artist Young Franco, featuring Pell & Denzel Curry.
The spot features double Dutch champion Kengo Sugino. It was created by TBWA\Media Arts Lab and directed by Sam Brown, whose 2017 Apple spot "Stroll" really set the tone for this type of urban-walk storytelling for AirPods.
The heightened product demo promotes AirPods Pro features including Active Noise Cancellation and All-Day Fit.
The campaign also includes a Snapchat AR filter that uses Snap's new full-body tracking technology, with segmentation. Users can interactive with a virtual jump rope that can move in front of and behind the user.
There is also a TikTok hashtag challenge.
Agency: TBWA\Media Arts Lab
Director: Sam Brown
DP: Maria Jose Secco
Movement Coach: Megan Lawson
Production Company: Imperial Woodpecker
Talent: Kengo Sugino