The commercial begins by describing a surreal situation , immediately capturing the viewer's attention. Using this communicative hook, the shots show scenes of daily city life : jackhammer work, demonstrations, congested traffic, noisy drivers and many others. The only difference from our everyday life is the fact that every object and inhabitant finds themselves floating in the air, thus recreating a flying city . Apple AirPods 2 screen spot A still from Apple's AirPods 2 commercial Up to this moment the viewer is not given the reason why all this happens. The revelation comes when the camera focuses on the only person who manages to walk with his feet firmly on the ground. The reason for all this is the AirPods Pro worn by the protagonist. Apple AirPods 2 screen spot The moment of the commercial in which the product is shown “The spell” is interrupted at the exact moment in which the girl decides to pause the “Active Noise Cancellation” functionality and suddenly the city falls to the ground: gravity has returned, and the noise with it. Apple AirPods 2 screen spot The flying city returns "with its feet on the ground" However, when the girl reactivates the functionality of the AirPods Pro, the city returns to floating in the air. The final frame portrays the protagonist walking calmly in a once again empty city
Overlaid is the feature chosen as the Unique Selling Proposition of this commercial: the new AirPods Pro are up to twice more powerful in noise cancellation. Apple AirPods 2 screen spot The final frame with the USP in the foreground The 60-second spot was shared online, and 30-second spots will be scheduled on television. The final result is a highly captivating product: a simple and effective creative idea manages to reach its maximum expression thanks to the use of visual effects. Visual effects (VFX) at the service of creativity The new Apple commercial just analyzed is an excellent example of how technology must always be a tool that stimulates creativity and helps it express itself to its maximum potential. Very often we make the mistake of giving greater importance to the technical and visual implementation, lacking the creative concept that makes the campaign truly significant. Megaforce , the agency that created the commercial, managed to elevate the insight into Active Noise Cancellation through a visual metaphor that became possible with the help of VFX . The feature that Apple has decided to promote with this initiative is strictly linked to the sound level and was also communicated with the help of visual narration . In fact, the feeling of "being in a bubble" thanks to noise cancellation was made explicit by the presence of this flying city. The visual code worked in unison Ecuador Mobile Number List with the sound code, also characterized by the very spot-on song “Where is my mind” by the Pixies , making the decoding much clearer and above all memorable. The use of visual effects in other advertising campaigns: the Burberry case The use of visual effects is increasingly implemented in the creation of promotional products in video format because it has the ability to attract the viewer's attention by leveraging the element of surprise. Megaforce , in fact, is no stranger to the use of VFX.
A few years ago he produced a campaign for Burberry called “Night Creatures” . The plot focuses on the encounter of three boys, obviously wearing Burberry, with an alien creature within a city context. The creation gave greater prominence to the visual aspect which has become the cornerstone of the commercial, giving shots with a high emotional and technical level. Burberry's “Night Creatures” commercial It should be underlined, however, that the creative concept and the creation of the Burberry and Apple commercials differ significantly, also due to the fact that they are two different industries: fashion on the one hand, and technology on the other. In the first case, the visual effects served to generate a product with a strong connotative focus, as is usual to see in the fashion sector. In the commercial for the new AirPods 2 Pro the VFX play a more functional role , becoming a tool to represent a benefit of the product in an original and captivating way.