Apple Celebrates Marriage Equality in Australia With Lovely ‘First Dance’ Ads

Set to a cover of INXS's Never Tear Us Apart'

Apple Australia
Headshot of Tim Nudd

Australia reached a milestone moment in December, when the nation’s parliament overwhelmingly approved marriage equality after years of resistance from conservatives.

It’s an issue that has galvanized brands—notably Airbnb, whose Acceptance Ring project last year, by Clemenger BBDO Melbourne, was a creative high point. Now, to celebrate the breakthrough, Apple has released a set of ads from TBWA\Sydney celebrating same-sex marriage.

Four spots—a 60-second anthem, plus three shorter spots spotlighting individual couples—are said to feature real couples enjoying the first dance at their weddings. The ads are set to Courtney Barnett’s cover of “Never Tear Us Apart” by the iconic Australian band INXS.

Also, they were all shot on iPhone X.

Campaign Brief reports this is the first local work created by TBWA\Sydney for Apple, and that the campaign also includes outdoor executions.

TBWA did not immediately respond to a request for comment.

Client: Apple
Agency: TBWA\Sydney

@nudd Tim Nudd is a former creative editor of Adweek.