Beats by Dre
Apple showed up in full force among the nominees for Outstanding Commercial in the 73rd annual Emmy Awards. Spots highlighting Apple’s Airpods Pro, the Apple Watch and Apple’s Beats by Dre earned three of the six nominations announced by the Academy of Television Arts and Sciences today.
The “Jump” spot, created out of TBWA/Media Arts Lab and directed by Sam Brown of Imperial Woodpecker, debuted during the Grammys and starred Japanese Double Dutch pro Kengo Sugino joyfully skipping his way through the city in a mixed-media fantasy scenario.
“It Already Does That,” created in-house at Apple and directed by Craig Gillespie of MJZ, features the voiceover of Helena Bonham-Carter, who muses about the wonders that technology will make possible in the future. To her frustration, however, Apple Watch owners inform her that those wonders are a reality right now, thanks to the devices on their wrists.
Responses by TBWA\Media Arts Lab
Background: AirPods are one of Apple’s most popular products, and at the core of Apple’s long and powerful history with music. Each year, we try to remind people about how magical AirPods are as a product, and how magical listening to your music on them makes you feel.
Reasoning: We believe the right ingredients for culture-defining audio work are “music and movement and art.” A great track, an interesting form of performance, movement or dance, and done in a fresh and artful way. This goes all the way back to the original iPod silhouette ads. Each time we do a new project, we look at many ideas and try to see if they measure up to those three ingredients to see if it feels like something we haven’t seen and would want to watch. This time, it happened to be Double Dutch, but with things that weren’t ropes.