Ap­ple AirPods

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Ap­ple went mas­sive with its new global cam­paign to pro­mote its new AirPods Pro. The com­pany dropped larger-than-life im­ages of lithe dancers in eye-pop­ping poses – some reach­ing 40 feet tall and even break­ing out of the ex­pected frame­work of mas­sive out-of-home dis­plays. They wrapped around the cor­ner of a build­ing, peered down at busy in­ter­sec­tions or spanned sides of high­ways in ma­jor cities around the world, in­clud­ing London, Paris, Tokyo, Dubai and Mi­lan.

The colos­sal fig­ures started to pop up from late Oc­to­ber and when the AirPods Pro hit the shelves, they ap­peared in the dancers’ ears. In to­tal, Ap­ple cre­ated 31 im­ages, about half of which ap­peared in out-of-home ads and half at re­tail lo­ca­tions.

The AirPods Pro showed the flex­i­bil­ity and free­dom af­forded by the cord-free ear­buds, such as a film de­pict­ing a man bounc­ing across city streets and another in which a man mag­i­cally de­fies grav­ity. Fea­tures of the AirPods Pro in­clude ac­tive noise can­cel­la­tion, ta­pered sil­i­con tips and trans­parency mode that let’s out­side noises in.

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