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Apple revealed a creative new twist to its famous ‘Silhouettes’ campaign today. The new iteration, which stars pop’s golden child Harry Styles, highlights AirPods with Spatial Audio.
The advertisements, which are an ode to the original 2003 campaign designed and directed by a media agency called TBWA\Chiat\Day, debuted just weeks after Apple announced that it is discontinuing all iPods and will no longer sell the once-coveted devices.
The original ad featured black silhouettes of people dancing against vividly coloured backdrops while wearing the instantly recognised white outline of an iPod connected to wired earbuds.
The campaign began with billboards in Los Angeles and was followed by placements in print and television across the country. The TV commercials were made memorable by energetic melodies by artists such as the Black Eyed Peas and N.E.R.D.
‘Silhouettes’ was published at a time when Apple — notably the iPod — was at the centre of our cultural consciousness.
Apple’s stock price soared to a 52-week high of $53.20 a share when Bono, leader of the Dublin-based rock band U2, endorsed the iPhone, calling it “the most beautiful thing art in music culture since the electric guitar.”
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The famous color-block imagery has now evolved – with the silhouettes in the new spot getting as brightly toned as their backdrops. Instead of iPods, dancers are adorned with the very vivid image of Apple AirPods.
Harry Styles is seen dancing and singing in trippy multiples of his own image to illustrate the product’s Spatial Audio function, which promises surround-sound, theater-like audio experiences, giving the listener the impression that the sound is emanating from all around them.
The soundtrack is ‘Music for a Sushi Restaurant,’ a tune from Styles’ recently released third studio album ‘Harry’s House.’
Harry Styles in New Apple Spatial Audio Ad
The new campaign which was created by TBWAMedia Arts Lab in collaboration with Iconoclast and Versatile, continues Apple’s legacy of partnering with big-names in the music industry.
In the past, the tech brand has collaborated on ads and activations with celebrities such as Paul McCartney, Bob Dylan, U2, and Coldplay.
The commercials will air on television, YouTube, and in out-of-home and retail locations across the United States.
Acting on a special request from Harry Styles, Apple will donate the artist’s appearance and performance fee to the charitable group International Rescue Committee, which works to alleviate humanitarian crises across the world.
