A slick, black-and-white ad showcasing AirPods won Best in Show at the prestigious annual ADC awards.
Titled “Bounce,” the ad shows an AirPods wearer springing through the streets, evoking the unencumbered, wireless freedom of these earbuds.
AirPods ‘Bounce’ ad called ‘innovative creative’ advertising
The Art Directors Club was founded in 1920 with the idea that advertising could be judged by the same stringent standards as fine art. That’s makes this year’s event the 99th ADC annual awards, the oldest continuously running industry award show in the world.
“ ‘Bounce’ is an amazing example of innovative creative work,” said Kevin Swanepoel, CEO of The One Club for Creativity. “It’s the epitome of excellence in filmmaking craft and innovation, which is the basis for how these awards are judged, and well-deserving of the Black Cube honor for Best of Show as the world’s best creative work of the past year.”
Created by TBWA\Media Arts Lab with Pulse Films and Framestore, the “Bounce” AirPods advertisement was also awarded Best of Discipline in both Advertising and Motion/Film/Gaming Craft disciplines. Based largely on the outstanding performance of “Bounce”, Apple was named Client of the Year and TBWA\Media Arts Lab was named Ad Agency of the Year for 2020.
ADC Awards include Gold, Silver, and Bronze Cubes in categories like Typography, Packaging and Promotional Materials. Above all of these is the Black Cube, which Apple took home this year.
The accolades heaped on the AirPods “Bounce” ad aren’t unprecedented. A humorous iPhone 7 Plus ad was the big winner at the ADC annual awards in 2018.