Apple debuted new ads for its freshly-released AirPods over the weekend, demonstrating features like instant pairing and Siri, while getting across the joy that comes with Apple’s wireless dream through a musical dance number.
Starring Los Angeles-based dancer and model Lil Buck, and set to the song “Down” by Marian Hill, the four black-and-white spots debuted on Apple’s YouTube channel.
Check them out below:
Personally, I like the ads. As with the best Apple ads, they find a clever way of selling you on a concept or attitude, without explicitly hammering home how a technology works. I don’t think they’re as great as the iconic white-earbuds-and black-silhouettes ads that Apple used a decade ago, but they’re certainly memorable.
And, hey, any ad that pays tribute to Fred Astaire’s classic ceiling dance from 1951’s Royal Wedding is going to have my support:
Luke Dormehl is a U.K.-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution and The Formula: How Algorithms Solve All Our Problems … and Create More, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme and other publications.
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