Hari Krishnan Apple’s latest ad, directed by Spike Jonze and starring Pedro Pascal, blends grief with joyful dancing, showcasing AirPods in a visually captivating long-form campaign.
Apple’s new cinematic ad, “Someday,” offers a refreshing blend of emotional depth and visual artistry, with Pedro Pascal front and center. Directed by Spike Jonze, the collaboration marks a return to the brand’s trademark style—cinematic storytelling, captivating choreography, and lavish set design. The five-minute spot follows Pascal through a heart-wrenching breakup, only for him to find solace—and energy—in the music streamed through his AirPods.
This visually stunning ad is a testament to Apple’s continued push for emotional connection in their marketing. Pascal, known for his roles in The Mandalorian and The Last of Us, is already a beloved figure, and his portrayal of vulnerability combined with an unexpected dance sequence adds a layer of charm and relatability to the brand. He transforms from grieving ex-lover to an exuberant dancer, his mood shifting with the help of his AirPods, a metaphor for how music can uplift and change perspective.
The campaign, which comes from TBWA\Media Arts Lab, Apple’s longtime creative partner, draws inspiration from the 2018 hit ad “Welcome Home,” which featured FKA Twigs. The new piece also showcases a similar mix of choreography and music, with a soundtrack that complements Pascal’s emotional journey.
With its lush visuals and universal theme of overcoming sadness, “Someday” is designed to resonate deeply with audiences. Apple’s strategy of marrying product features with emotionally driven storytelling aims to strengthen brand loyalty and establish an even deeper connection with consumers.
