Apple has again turned to Hollywood A-listers to pitch its wares — this time, it’s Pedro Pascal, whose heartbroken character finds his dance groove thanks to the tech giant’s noise-cancelling earbuds.
The new commercial starring Pascal is directed by filmmaker Spike Jonze (“Her,” “Being John Malkovich”). The five-and-a-half-minute film, “Someday,” follows Pascal’s character as he navigates an emotional journey of moving on after a breakup. When the grief-stricken man initiates Active Noise Cancellation on his AirPods 4, his world transforms: The cold, wintry palette flips into a vibrant dreamscape, and everything and everyone becomes part of the music.
At one point, Pascal’s character has an out-of-body experience: Listening to music on his earbuds, he sees a vision of his lighter, happier self. As he moves between the contrasting worlds of heartbreak and hope, his perspective shifts — and he joins in flash-mob group dances amid a lushly colorful cityscape filled with showers of flower petals. Choreographer Tanisha Scott, who has worked with Rihanna, Drake and Beyoncé, created Pascal’s dance moves, supported by an ensemble of backup dancers.
The film’s music begins with Guitarricadelafuente’s “Conticinio” before transitioning to a more energetic beat with Sam i’s “Perfect” (featuring Tropkillaz, Bia, and MC Pikachu) with the refrain “You’re perfect / Now work it.”
The ad marks Jonze’s second campaign with Apple: In 2018, he directed HomePod film “Welcome Home.”
The agency behind the spot was TBWA\Media Arts Lab, Los Angeles. The film was produced by commercial production house MJZ with postproduction handled by Trafik and audio postproduction by Squeak E. Clean. Jasper Wolf was director of photography.
Watch the Apple ad starring Pedro Pascal:
