Car horns blare, a marching band plays, and everyone’s ears are besieged by the sound of a workman drilling up the road. Everyone, that is, but the hero of this ad, for whom the racket feels far away due to the noise cancelling power of her Apple AirPods.

As she switches them off briefly though, the noisemakers roar back into the scene via some neat VFX mastery from Megaforce – the directing team’s greatest skill being the ability to seamlessly introduce fantastical scenes into real life. They done this plenty of times for Burberry now, and this is the latest in a series of ads they’ve directed for Apple.

As always with Apple ads, this is essentially a product demo taken to glorious heights, but it’s impossible not to love its visual beauty, and its excellent use of Tkay Maidza’s cover of the Pixies’ Where Is My Mind as a soundtrack.

Credits:
Agency: TBWA\Media Arts Lab
Director: Megaforce
Production Company: Iconoclast
VFX: Electric Theatre Collective