There are times in life when we want to hit the “pause” button and just run away from reality. While there are many ways to disconnect — like meditation, reading or watching movies, doing sports, or traveling — music is, somehow, a more accessible option, as it doesn’t require much effort. A pair of headphones is enough to escape and instantly be carried away to another state of mind.
While most headphones or earbuds offer this experience, the sound quality plays a major role in isolating the world’s noise and fully immersing us in an audio world. Just like Apple’s AirPods 4 — equipped with Active Noise Cancellation technology, the earbuds are not just a cool gadget but also a gateway to changing our mood. Just watch Pedro Pascal‘s reaction to wearing them!
The new “Someday” ad, developed by TBWA\Media Arts Lab agency and directed by Spike Jonze, stars the actor as a man visibly heartbroken after a breakup. Set in a wintry environment, the public sees the protagonist walking down a snowy street while wearing his AirPods. He listens to Guitarricadelafuente’s El Conticinio song, which deeply resonates with his mood — especially when the star activates the ANC on his earbuds. As the world around him synchronizes with the music rhythm, he becomes fully immersed in his own sonic experience.
However, he turns back to reality once a passerby asks him for directions for which he initiates the buds’ Transparency Mode to better hear the person next to him. Next, we spot Pascal seeing a happier version of himself, summoned by re-enabling the ANC. His whole world changes from an icy and cold one to a vibrant and colorful world, where flowery streets set the stage for dancing pedestrians moving on the Sam i & Tropkillaz’s Perfect. The video ends with the happy Pascal and the sad one sharing a comforting smile.
The “Someday” ad follows the “Welcome Home,” also directed by Jonze. The Apple commercial received international recognition and significant acclaim in the industry, scooping many awards at prestigious events. The 2018 spot promoted the HomePod and starred FKA twigs leaning into music to escape a sad mood.
CREDITS
Brand: Apple
Agency: TBWA\Media Arts Lab, Los Angeles
Director: Spike Jonze
Production Company: MJZ
Post-Production: TRAFIK
Audio Post-Production Company: Squeak E. Clean
Editing: Final Cut
Director of Photography: Jasper Wolf
Music:
“Conticinio” by Guitarricadelafuente
“Perfect” by Sam i, with Tropkillaz ft. Bia & MC Pikachu
