Apple has launched 'Quiet the noise', it's latest film focused on AirPods Pro (2nd generation). The film from TBWA\Media Arts Lab showcases the ability of the product to block out noise with up to 2x more Active Noise Cancellation than the previous generation. 

Set to the tune of Pixies' 'Where is My Mind', covered by Tkay Maidza, the film follows a young woman who finds peace in a bustling city with her AirPods Pro. When her Active Noise Cancellation is turned on, the music is turned up, and the noise of the city all float away silently above the city. As she approaches a fruit cart to order a juice, she pinches the stem of her AirPods, and the hustle and bustle of the city come crashing back down. 

A 60-second version of the film will run on YouTube, with shorter versions running on broadcast. The spot was directed by Megaforce through Iconoclast.