TBWA/Media Arts Labs’ “Bounce” ad for Apple AirPods took top honors (a Gold Cube award) at the ADC Annual Awards by the Art Director’s Club. It’s the oldest continuously running industry award show in the world.
Now in its 99th year, the awards “celebrate the very best in advertising, design, illustration, photography, packaging, motion and digital media, all with a focus on craftsmanship and innovation.”
The Bounce campaign, shot in black and white, was directed by Oscar Hudson. It starts with a man putting his AirPods into his ears for his walking commute. As he walks along the street, he jumps on a thrown-out mattress. As he takes to the streets, the whole environment of the city becomes a personal trampoline, allowing him to bounce around freely and effortlessly to his tunes. Almost all of the gravity-defying movement in the spot was made using practical effects, not CGI in post production
Apple also racked up some other ADC Annual Awards. The AirPods Pro ads on Apple Stores earned a Silver Cube award, the opening theme for “The Morning Show” won a Bronze Cube award, and the “Snowbrawl” video won a Bronze Cube award.
