The 30-second ad for the Vision Pro headset cuts through short clips of famous movie characters who are depicted putting on various goggles, helmets and masks.
Set to Devo’s “Uncontrollable Urge,” and titled “Get Ready,” it cleverly combines scenes from futuristic movies and shows like Star Wars, Star Trek, Ironman and Back to the Future to suggest the headset is the next big thing in technology.
I also managed to spot scenes from Up, a Snoopy show, an Ant-Man movie, Young Frankenstein and SpongeBob. Toward the end, the same exact lady that Apple featured in other Vision Pro ads can be seen putting on the headset and landing on the Home Screen, with the tagline inviting the viewer to get ready for the Vision Pro.
Get ready for the Vision Pro
Created by Apple’s in-house creative team, the commercial strikes all the right notes. My only issue with it is that one needs to be a genuine Apple fan to really grasp the various references to the upcoming mixed-reality headset.
I’m not sure the general public understands what they should be getting ready for as the first half of the video doesn’t even showcase the Vision Pro in action.
The Vision Pro ad harkens back to the first iPhone ad
Watching the video instantly reminded me of the original iPhone commercial, titled “Hello,” that aired during the Oscars in February 2007. In many ways, this Vision Pro commercial feels like a sequel to the first iPhone ad that stitched together scenes from movies with famous actors and actresses answering the phone.
I’ve included the “Hello” ad from 2007 above.
This teaser successfully ushered in a new era of mobile computing. Apple aired the “Hello” commercial just once, four months before the original iPhone went on sale on June 29, 2007. The phone was publicly unveiled on January 9 of the same year.
The Vision Pro is coming February 2
Apple will start taking pre-orders for the Vision Pro on January 19. The mixed-reality headset costs $3500 and ships with 256 gigabytes of onboard storage.
It will be offered across Apple’s offline and online retail stores in the United States beginning February 2. The Cupertino tech giant will announce additional countries where the Vision Pro will expand next at a later stage.
The headset will ship with several accessories, including a pocket-sized battery that provides two hours of general use or 2.5 hours of 2D movie playback via the TV app.