Apple has once again merged technology with storytelling in its latest advertisement, Someday, featuring The Mandalorian star Pedro Pascal. Directed by Spike Jonze, the five-and-a-half-minute short film blends emotional depth with artistic visuals, turning a product launch into a cinematic experience.
The film follows Pascal’s character as he navigates the aftermath of a breakup, walking through a cold, desaturated cityscape that mirrors his grief. But when he activates the Noise Cancellation feature on his AirPods 4, the scene changes dramatically—colours burst to life, and his sorrow is replaced with newfound energy. A more hopeful version of himself appears, pulling him into a dance sequence that transforms the city into a stage of movement and celebration.
The choreography, designed by Tanisha Scott—who has worked with artists like Rihanna and Beyoncé—features Pascal moving from tentative steps to a full-blown street performance, complete with a flash mob and falling flower petals.
This is Apple’s second collaboration with Jonze, following the Welcome Home ad for the HomePod in 2018. The filmmaker, known for his surreal storytelling in movies like Her and Being John Malkovich, brings a dreamlike quality to the ad, making it feel less like a traditional commercial and more like an art film.
While Apple has previously used similar approaches in its Shot on iPhone campaigns and Chinese New Year ads, Someday stands out for its direct focus on a single product while maintaining an emotional core. Instead of simply showcasing AirPods 4 as a gadget, the film suggests they are a tool for escape and personal transformation.
Produced by TBWA\Media Arts Lab in Los Angeles, with commercial production by MJZ, the ad integrates product functionality with human experience. The Noise Cancellation feature isn’t just presented as a technical upgrade but as a means of shifting one’s perspective—a clever nod to how technology influences daily life.
As marketing strategies evolve, Someday highlights how brands are increasingly using high-profile actors, directors, and production values to engage audiences. The ad’s cinematic quality raises the question: Where does advertising end and storytelling begin? While Someday ultimately serves a commercial purpose, its artistic execution ensures it lingers in the audience’s mind long after the final frame.