Apple has surprised us all with the release of "Someday", a short film that serves as the centerpiece of the advertising campaign of the AirPods 4Directed by the acclaimed filmmaker Spike jonze, this announcement has the participation of none other than Pedro Pascal, who stars in a story that emphasizes how emotions and music they always go hand in hand.
Music as a vehicle for transformation
The short film features Pascal plays a man going through a breakup. Dejected and plunged into sadness, the character finds refuge in music, and when he activates the function of active noise cancellation of your headphones (the AirPods 4), your environment changes completely, whether you're moving through a grey, wintry landscape or a vibrant, colourful one, full of dance and joy.
As it could not be otherwise, one of the key elements of the advertisement is the soundtrack, composed of the beautiful song "Continuation" by Guitarricadelafuente and for the catchy "Perfect» de Sam i, alongside Tropkillaz, Bia, and MC Pikachu. The first song represents the sadness of a breakup, while the second introduces an optimistic and festive twist, accompanying the protagonist's emotional transformation.
The choreography of the advertisement is in charge of Tanisha Scott, who has worked with figures such as Rihanna, Drake and BeyoncéThanks to his movements, the piece acquires a fluidity that turns dance into an essential narrative language within the story, in addition to being quite hypnotic and demonstrating that Pedro isn't afraid of anything.
Spike Jonze returns to Apple advertising
It is not the first time that the director Spike Jonze collaborates with AppleIn 2018, the filmmaker directed "Welcome Home», an ad promoting the HomePod in which dance was also a key element. With "Someday," Jonze once again demonstrates his ability to merge cinematic storytelling with advertising in a highly engaging way.
Jonze is widely recognized for his film projects, including Here, Being John Malkovich y Adaptation. In addition, he has directed music videos for artists such as Daft Punk, Beastie Boys and Fatboy Slim, which reinforces her connection with music and rhythm, and is also responsible for the famous Kenzo World fragrance advertisement, in which a capable Margaret Qualley demonstrates that her ballet studies as a teenager did not fall on deaf ears.
Apple (once again) with pop culture
The premiere of «Someday» reinforces Apple's strategy of using film and music as vehicles to promote its products. Beyond showing technical features of the AirPods 4, the company is committed to having a visually stunning and emotionally powerful story, making the viewer connect with the product in a much deeper way. We can't deny that he's a true master at this.
The choice of Pedro Pascal As a leading man, he is also a great success, as the Chilean actor has become one of the most beloved figures in Hollywood. After his success in The Mandalorian, The Last of Us and their participation in Gladiator II, Pascal continues to establish himself as an iconic face in the world of cinema, in addition to being quite popular with the public thanks to his personality. And that's because Who doesn't like Pedro, huh?
Good choice, Apple.
