In 2007, Apple and agency TBWA/Chiat/Day launched the iconic iPod “Silhouettes” campaign, which showcased the bright white device against the outlined shapes of dancers twisting, jumping and grooving against bright monochromatic backdrops—all set to an infectious music track. Last month, Apple retired the hero product, but the campaign lives on in a striking new ad starring Harry Styles, this time to promote the next generation of AirPods.
The spot features an updated twist to the stylings of the original ads. Instead of the simple black figures, we see colorful, gradient silhouettes of Styles performing “Music for a Sushi Restaurant,” the first track off his anticipated third album, “Harry’s House.” All throughout, the film bursts with color and Styles’ silhos multiply and fill the screen alongside others dancing with joy, wearing just the lightning white AirPods.
The vibrant film is a visual metaphor for the AirPods’ Spatial Audio technology, which promises theater-like sound that brings all-around audio to its users.
It comes from TBWA\Media Arts Lab and was directed by Gal Muggia and Vania Heymann, who have helmed music videos for Dua Lipa, Coldplay, Bob Dylan and more. It will be running on TV, OTT, out of home, on YouTube and in retail stores across the U.S.
In lieu of a fee for appearing in the spot, Styles asked Apple to donate to the IRC.
See one of the original iPod "Silhouettes" ad below.