Apple Plays an Epic Game of Jump Rope in Grammys Ad for AirPods

Young Franco track sets an ebullient tone

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.

AirPods Pro — Jump

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.

CREDITS

Agency: TBWA\Media Arts Lab
Director: Sam Brown
DP: Maria Jose Secco 
Movement Coach: Megan Lawson 
Production Company: Imperial Woodpecker
Talent: Kengo Sugino 

Profile picture for user Tim Nudd
Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. Previously, he was creative editor at Adweek.

Featured Clio Award Winner

Museletter

SUBSCRIBE

The best in creativity delivered to your inbox every morning.

ADVERTISING