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

The 2-phase strategy began with massive, mysterious dancers

Convergent TV Summit returns March 21-22. Hear timely insights from TV industry experts virtually or in person in NYC. Register now to secure your early bird pass.


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?

The answer, in case you haven’t walked down a city street, worked in an open-plan office or seen a high schooler in the past year, was yes.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in