"Bounce" ad to promote the new AirPods

It has been almost a year since Apple released an innovative ad for its truly wireless headphones, the AirPods, called “Bounce”. And now it’s earned quite a few advertising awards.

The 99th annual Art Director’s Club (ADC) awards recently took place, and Apple’s longtime advertising partner TBWA/Media Arts Lab, along with other companies related to the project, have won a couple different advertising awards from the group. The 2020 awards handed over the “Best of Advertising” award for the short video, along with gold cube awards for craft and video branded content.

If you don’t recall the ad, here it is:

It is a truly unique ad, and it’s quite something to watch. Apple was initially showing off the second-generation AirPods with the wireless charging case, but, like many of Apple’s ads in the past, the marketing campaign itself manages to stand out even more than the product. And not in a bad way, either.

And if you really want to see how it all went down, the ADC has a behind-the-scenes look at how Apple and the marketing team put the video together. It’s absolutely worth checking out. The city set was built in an airport hangar!

Related to the ad, the post-production company behind “Bounce” was Framestore, and the primary production company was Pulse Films. These firms, along with TBWA/Media Arts Lab are all based out of Los Angeles, California.

The ADC handed out additional awards to Apple as well. The ads that Apple ran in its physical retail stores for AirPods Pro earned some accolades, as did the opening theme for the Apple TV+ drama series The Morning Show. And remember the “Snowbrawl” ad for the iPhone 11 Pro? That earned an award from the ADC as well. I’ve gone ahead and included that ad just below as well.

What do you think of these ads?