• by Danielle Oster , March 20, 2025

Apple’s latest campaign puts some big star power behind a diminutive product.

To promote Apple’s new AIrPods4 -- the fourth generation of its earbud headphones -- the brand launched a cinematic spot with stars behind and in front of the camera. The ad features Pedro Pascal -- who co-stars in HBO’s “The Last Of Us,” which returns for its second season next month -- and was directed by Spike Jonze (“Her”’ “Where The Wild Things Are”).

The ad, entitled “Someday,” opens on a melancholy Pascal in an apparent breakup scene, silently glancing back at a woman as he walks out of a restaurant. As he begins gloomily walking through a snowy city wearing his AirPods4 earbuds, pedestrians react in choreographed response to the music he’s listening to. After a man stops to ask him for directions, he catches a glimpse of a sunnier, happier version of himself, and the scene transforms, along with a song change, into a colorful, floral surreal landscape with Pascal accompanied by backup dancers.. The spot also finds time to showcase the AirPods4’s “Active Noise Canceling” feature as its story unfolds.

The lengthy ad pushes past the five-minute mark, likely a sign of Apple giving Jonze and its dedicated creative agency TBWA/Media Arts Lab relatively free reign, given the significant star power involved. On YouTube, “Someday” has already racked up over 7 million views.

Jonze’s work behind the camera also marks something of a homecoming for the director. Back in 2018, he directed the “Welcome Home” ad for Apple’s HomePod, starring FKA Twigs. The new ad acts as something of a spiritual successor, as a lengthy cinematic spot that follows an emotional transformation showcasing the power of music.

Apple also shared some behind-the-scenes footage from the making of the spot on Instagram, while using the occasion to promote another of its products (and alluding to a separate campaign), claiming the ad was “#ShotoniPhone by director Spike Jonze.” Published yesterday, the post has already received over 330,000 likes.