Apple has launched a new spot directed by Sam Brown through Imperial Woodpecker, 'Jump'. 'Fallin Apart' by Australian artist, Young Franco, featuring Pell & Denzel Curry, provides the soundtrack to the film.

In the ad, we are instantly transported to a world that appears like a giant playground. A man puts in his AirPods Pro and starts jumping through his neighbourhood, in a never-ending game of double dutch. The people he meets along the way turn an array of objects into jump ropes and the game continues as he goes on his journey. 

The film highlights AirPods Pro features including Active Noise Cancellation - enabling you to cancel out external noise and immerse yourself in your music— and All-Day Fit—we see the hero of the film move freely through the city and all obstacles he faces, without worry thanks to the superior custom fit of the AirPods Pro. 

The campaign extends into social with a Snapchat AR filter, one of the first to use Snap’s new full-body tracking technology, with segmentation. The technology allows the user to play with a virtual jump rope that can move in-front of and behind the user. Continuing in an effort to make the internet jump, a TikTok hashtag challenge encourages the community to participate and create something unique themselves.