In a striking new advertisement titled "Someday," Apple showcases its latest AirPods 4 with Active Noise Cancellation through the engaging lens of director Spike Jonze and star actor Pedro Pascal. Released on March 18, 2025, the five-and-a-half-minute film follows Pascal’s character as he embarks on an emotional journey of healing and transformation in the wake of a breakup.
The film opens in a cold, wintry landscape that reflects the despair of heartbreak. As the protagonist initiates the Active Noise Cancellation feature on his AirPods 4, his surroundings shift dramatically. What follows is a transformation from a bleak, icy scene to a vibrant dreamscape, wherein everything and everyone becomes intertwined with music. "The cold, wintry palette flips into a vibrant dreamscape," describes the narrative vividly, illustrating how Pascal's character embraces music as a means of reconnection to his happier self.
Choreographed by Tanisha Scott, known for her distinguished work with megastars like Rihanna, Drake, and Beyoncé, the dance sequences in the advertisement play a crucial role in expressing the emotional nuances of the film. Scott’s choreography guides Pascal’s character through a dynamic journey, illustrating the character's movement between the stark contrasting worlds of heartbreak and hope.
The soundtrack begins with the soft melodies of Guitarricadelafuente’s "Conticinio," providing an emotional backdrop to Pascal's initial state of sorrow. As the narrative progresses, the mood shifts with the energetic rise of Sam i’s "Perfect," featuring Tropkillaz, Bia, and MC Pikachu, which coincides with a jubilant transformation into a more colorful, lively environment filled with enthusiastic group dances and showers of flower petals.
"This ad marks Jonze’s second campaign with Apple," noted The Drum, highlighting the director's previous collaboration on the acclaimed HomePod film titled 'Welcome Home' in 2018. The creative agency behind the spot is TBWA\/Media Arts Lab, Los Angeles, affirming the high-quality production standards to which Apple is accustomed.
As the protagonist navigates through his heartache, he experiences moments of introspection and joy, demonstrating that music can serve as a powerful mechanism for recovery. The film captures his journey towards acceptance, showing glimpses of a happier version of himself in a bustling city adorned with vibrant flowers. This setting not only lifts his spirits but also offers an escape from the cold reality he initially faces.
Interestingly, the use of AirPods 4 in the film does not just symbolize technological advancement; it also embodies the emotional tools we utilize to manage our lives and experiences. While the Active Noise Cancellation feature allows the character to tune out the external chaos, the transparency mode he activates upon encountering a passerby emphasizes how technology can also help maintain connections with others.
The ad also cleverly resonates with memories of Apple’s iconic iPod commercials, which featured silhouetted figures dancing to captivating beats while promoting the joy of music. By mirroring this nostalgia and infusing it with a contemporary storyline, Jonze effectively bridges past and present, reiterating the timeless connection between music and human emotion.
Pascal’s performance is both relatable and captivating, as he embodies the complexities of moving on from heartache. His ability to showcase vulnerability while transitioning into joy is what makes this character’s journey resonate with viewers. Whether through cinematic storytelling or dance, the ad illustrates that finding one's rhythm amid life’s difficulties can lead to moments of joy and rejuvenation.
The artistry of this advertisement not only highlights the features of AirPods 4 but reaffirms Apple’s commitment to creating compelling narratives that speak to the heart of human experience. By placing technology within an emotional context, Apple invites consumers to see their products as more than just tools but as essential companions on life's journey.
Ultimately, the "Someday" ad speaks to hope, resilience, and the transformative power of music. As Pascal’s character learns to celebrate his existence through dance and sound, viewers are encouraged to reflect on their journeys, reminding us that no matter how cold life may seem at times, warmth and light are always attainable through our passions.
