Apple AirPods bring people together in new holiday ad

Who’s on Top? – November 20-26, 2017

Spend on new ad placements on national TV reached $173 million during the week of November 20. Despite being the lead in for the Black Friday shopping weekend, spend saw a small decrease of 13 percent compared to the previous week. Apple was the top spending advertiser for the second week in a row, spending one third of its total TV budget for the week on new creative.

Creative Spotlight

Apple wants to be on consumers’ holiday lists, and if you aren’t buying anyone a new phone this season, perhaps you can be swayed to purchase a pair of AirPods. That is the intent with Apple’s new ad, which was released nationally on Black Friday.

The commercial shows a girl in a snow filled setting listening to her AirPods as she dances down the street. She bumps into a man and puts one of her AirPods in his ear, showing off the feature that the wireless headphones can be shared. The couple then begins to dance through the streets together for the remainder of the ad which is set to Sam Smith’s song, Palace.

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For details about creative from other top advertisers, visit The Drum

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