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.