Apple's new AirPods Pro spot, which debuted last night during the Grammy Awards, is another tour de force of craft for the brand, featuring Japanese double-dutch phenomenon Kengo Sugino turning his neighborhood into a giant game of jump rope.
Directed by Sam Brown of Imperial Woodpecker for TBWA/Media Arts Lab, the spot sees Sugino performing double-dutch and gymnastic feats across a series of everyday objects. A dog leash, a hose and even the strips from a basketball court take on a new role as Sugino skips over them, with people from the neighborhood enthusiastically joining in. At one point Sugino tumbles across a mural in animated graffiti form. There's also a moment of humor when he considers jumping over a courtyard full of clothes lines—but decides against it.
Like Apple's previous AirPods spot "Bounce" the spot is a delightful feat of creativity and effectively conveys the brand message of canceling out external noise and immersing yourself in music, free from restrictive wires. In this case, the music is a catchy new track, “Fallin' Apart” by Australian artist Young Franco, featuring Pell & Denzel Curry.
The wider campaign extends into social with a Snapchat AR filter, one of the first to use Snap’s new full-body tracking technology, with segmentation. The technology allows the user to play with a virtual jump rope that can move in-front of and behind the user. There's also a TikTok hashtag challenge that encourages the community to participate and create something unique themselves.