Campaign: Quiet the Noise
Brand: Apple Airpod Pro 2
Agency: TBWA\Media Arts Lab
Why the campaign rocks:
Any campaign strikes a chord when it makes you sit up and notice while touching your heart. This ad does both spectacularly well by creating awareness for the new Apple Airpod Pro 2. The ad is an instant attention grabber with its surrealistic curiosity-generating screenplay and catchy music to go with it. It has a unique style that instead of emphasising the functional features spins the narrative through the consumer’s lens by capturing a slice of life in an out-of-the-ordinary manner. The foot-tapping music integration makes it further differentiated while ensuring consistency with previous ads of Apple.
The campaign conveys precise positioning and consumer benefit through dramatic visuals that transform the user’s surroundings from a noisy, chaotic everyday street situation into a blissful, sound-free, and serene world when she switches on her earphones. It has a strong brand linkage by ensuring a well-constructed climax to show that the whole utopic noiseless world is possible only with the Apple product. It makes sure that every viewer identifies the brand.