Apple has debuted a slick, black-and-white ad showcasing its massively popular AirPods.
Titled “Bounce,” the ad shows an AirPods wearer springing through the streets. It’s intended to show off the unencumbered, wireless freedom of the iconic earbuds. (Including the new AirPods’ wireless charging capabilities.) And you know what? It’s pretty darn great.
It’s a memorable commercial — notwithstanding the irony that an Apple ad about wirelessness would rely so heavily on wire-based acrobatics. The ad is set to the track “I Learnt Some Jazz Today” by Tessellated.
Like dancing on the ceiling
“Bounce” continues the weightless dancing theme Apple has explored with its previous AirPods ads. A series of commercials, starring Los Angeles-based dancer and model Lil Buck, originally debuted in early 2017. (Unfortunately, they appear to be gone from Apple’s YouTube page.) As I noted at the time, those ads paid tribute to Fred Astaire’s classic ceiling dance from 1951’s Royal Wedding. “Bounce” takes a very similar idea and runs (or, well, bounces) with it.
This latest spot isn’t quite as good as the Spike Jonze HomePod ad which picked up awards last year. But it’s fun, creative, and a great way to describe the sensation of using wire-free headphones.
A smash hit for Apple
According to Above Avalon analyst Neil Cybart, Apple is on track to sell 40 million pairs of AirPods in 2019. This represents almost 90 percent year-over-year growth.