Apple Airpods Commercial - ID# 5

Wheaton North
Commercial
Entry Description

Commercial advertising Apple Airpods. Soundtrack is Murder on the Dancefloor by Sophie Ellis-Bextor

Copyright Info

Recent Teacher Comments

  • 4/24 10:51 am - the transition from black ad white to color is cool! I think this could be a little shorter to make it more punchy. Like a 15 second spot since it's a simple concept. Great concept!
  • 3/3 1:25 pm - Very creative camerawork! I love the editing trick you used that as soon as you put the Airpods in, the color went from black and white to full color. I loved the upbeat & fun tone you set for this commercial!
Judge 1

Positives: This is A+ story telling in the commercial world. The young girl is living in black and white, but when she uses the product... now her life is filled with color and dancing and JOY. You weren't selling airpods, you were selling JOY (most commercials sell emotions and feelings). Your commercial concept could easily be a real commercial! I like the close up of her NOT-smiling, then close up of her smiling once the music is turned up. The music and sound is great. It's faint during the "before" moments, and then turns up for the viewer when the character turns on their music. Clever way to introduce the music. Also, the music pairs really well with trying to sell JOY (this product). I really enjoy the camera movement and angels. Never been afraid of using close ups. Close ups elicit the most human emotion from the viewer.

Improvements: This is nitpicky... I think the editing could have been a little faster during the dance sequence. There were a few split seconds were I felt it needed to cut to the next shot earlier. Also, I'm not 100% sure if the dancing was a montage with jump cuts OR was it one continuous motion (from the character)? Suggestion: if it was a dance montage with jump cuts that is skipping around in time, make that very clear to the viewer. Have the character jump from one side of the room to the other, or have the dance moves be so obvious that there was a jump cut. OR if it was one continuous motion, then the continuity needs to be tightened up a little (but my guess is that this was a montage with jump cuts). Another small thing: Try to NEVER block the product, not even for a split second. This is an actor / director thing on set, it's not really something that the editor can fix if the editor doesn't have the right shot. Anyway... at 0:06 the product is being fully blocked by a hand, and then blocked again at 0:08 when she is putting on the headphone. Suggestion: It's weird and unnatural but the product is always "cheated out" to camera at all times. In real life, people just grab headphones and put them on. But in a commercial FOR headphones, you have to find a way to grab the headphone and put it in while never hiding it from the viewer. CONCLUSION: This commercial was really great. Like I said, it could be the concept for a real commercial and it would help sell millions of products for this company. There were a few very small minor tweaks I would make, but you got all the BIG THINGS 100% right. You get commercials, you get feeling, you get FUN, you get visual story telling.

Judge 2

Positives: What a wonderful commercial. The story worked very well, I really enjoyed how it featured the product, the customer and the purpose of the ad. Sound and editing were used in a way that beautifully supported the story. Well done!

Improvements: The first hero shot at about :14 seconds seems a little bit out of place since it features the customer and not the product. The lighting temperature did not feel as purposeful as the color saturation or other techniques.

Judge 3

Positives: Nice spot!! 1) The visual transition from B&W to living your life in color is a great storytelling device! 2) For a brand like Apple, it works well to just share a simple and effective 'vibey' spot, and the lead into the ending logo/tagline is very Apple, and works great!

Improvements: 1) I would have loved to see a tagline or wrap up line that really speaks to the story you've told visually, beyond saying 'music'...asking yourself: What's a short line to close that really speaks to the emotion that this commercial evokes? 2) I was craving more locations! The dancing while eating breakfast down the street, and more! Demonstrating how the product impacts your life beyond.

Judge 4

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Judge 5

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