Apple launches first AirPods marketing with dance-led campaign

Apple has started the push to convert the world to its new AirPods wireless in-ear-headphones, with a campaign showing them off as “practically magic” as dancer Lil Buck defies gravity.

Apple has launched the first ads for its AirPods earphones.

Apple has launched the first ads for its AirPods earphones.

The ads, anchored by a one-minute version, “Stroll”, aim to show off the freedom of using wireless earphones, the ease of pairing the device, how it works with Siri and a stylish ad where the earphones are shown as musical notes.

The campaign, which debuted over the weekend during the National Football League playoff game between the Atlanta Falcons and Seattle Seahawks in the US, stars American dancer Lil Buck “gravity dancing” to Marian Hill’s 2016 track “Down”.

During the ad, which was filmed in Mexico City, Buck dances across the sides of cars, along buildings and down the street.

He briefly removes the AirPods, which pauses the music, to reveal the ambient street noise around him, before replacing them and continuing.

It finishes with the line developed for the iPhone 7, “Practically Magic”.

AirPods were launched as the key upgrade with Apple’s iPhone 7, the first phone to dispense with the headphone jack, but the wait for the wireless earphones has been a long one and availability remains limited with some customers being told they may have to wait until March to take delivery.

One ad shows off the AirPods as musical notes.

Another 15-second ad shows how they work with Siri

The simplicity of pairing the devices with a phone is showcased in another ad.



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