Apple went massive with its new global campaign to promote something so tiny—its new AirPods Pro.
Along with TBWA/Media Arts Lab, the company dropped larger-than-life images of lithe dancers in eye-popping poses—some reaching 40 feet tall and even breaking out of the expected framework of massive out-of-home displays. They wrapped around the corner of a building, peered down at busy intersections or spanned sides of highways in major cities around the world, including London, Paris, Tokyo, Dubai and Milan.
The colossal figures started to pop up from October 25 through the 27, and then, on the evening of October 30, when the AirPods Pro hit the shelves, they appeared in the dancers’ ears.
In total, Apple created 31 images, about half of which appeared in out-of-home ads and half in retail locations.
Features of the AirPods Pro include Active Noise Cancellation, tapered silicon tips and "Transparency" mode that lets outside noises in.
Previous ads for the AirPods went to elaborate, artful lengths to show the flexibility and freedom afforded by the cord-free ear buds, such as a film depicting a man literally bouncing across city streets and another in which a man who magically defied gravity. This new effort, however, is striking in its simplicity.