How Apple Used Dramatic Outdoor Ads for the Surprise Reveal of AirPods Pro

The 2-phase strategy began with massive, mysterious dancers

When Apple launched AirPods three years ago, there was some understandable skepticism from consumers about the wireless devices. Would they stay in your ear? (Conan O’Brien doubted it.) Would they hold a charge? Would they really replace the wired earbuds that had been an iconic part of Apple’s aesthetic since the iPod’s “Silhouettes” campaign launched in 2003?