Lighting Up the Brand: The Genius of Apple’s AirPods ‘Neon’ Commercial
One of the most difficult challenges a brand has is creating an engaging story that doesn’t overtly sell its products. However, Apple has always been a master of blending innovation with creativity, crafting advertisements that resonate on multiple levels. One such example is the Apple AirPods “Neon” commercial, one of my favorite videos of all time. This piece of content not only fits seamlessly into Apple’s overarching brand narrative and reaches its target audience but also stands out as a remarkable piece of digital content. Here’s why I believe this commercial is a perfect embodiment of Apple’s brand story and message.
A Story That Pulls You In
One of the most compelling aspects of the “Neon” commercial is its ability to draw viewers into its world. It opens with our main character uncomfortably navigating a busy school—something most of us are very familiar with, especially living in New York. Also, when this video came out, I was still in undergrad and faced similar struggles of fighting through large numbers of students every day.
We follow our main character as she makes her way through a hustling and bustling city. However, once she starts using her Airpods, she is transported to another beautiful world. She starts experiencing music and movement in a way that feels natural and immersive. There’s no overt sales pitch or direct message urging you to buy AirPods; instead, the product is simply part of the character’s everyday life. It is exactly the way I use my headphones every day on my way to work or school. This is a hallmark of Apple’s advertising strategy. They focus on showcasing the user experience rather than pushing a hard sell.
Instead of an ad, the story feels like a mini music video, with the character’s journey being the focal point. This approach makes the commercial more relatable and enjoyable, as it doesn’t feel like you’re being sold something. Instead, you’re watching a captivating story unfold, with the AirPods naturally integrated into the narrative. This technique not only holds the viewer’s attention but also makes the product seem like an essential part of a vibrant, busy lifestyle.
Engaging Music, Visuals, and Choreography
The music choice was undoubtedly deliberate and strategic, tapping into the rising popularity of electronic dance music (EDM) that surged before the ad’s release. This may also be why I find the video so engaging since I am an EDM enthusiast, with 2020 being the peak of my consumption. By aligning the soundtrack with a genre that had recently gained massive popularity, Apple not only ensured the music would resonate with a broad audience but also positioned AirPods as the ideal accessory for enjoying the latest music trends.
Apart from the music, the visuals in this commercial are nothing short of spectacular. The neon-lit urban landscape in the ‘alternate world’ provides a vibrant and dynamic backdrop that is both modern and captivating. It perfectly embodies what it feels like to listen to music in ‘Noise Cancellation Mode’—avoiding the bleak real world and being transported to a fantasy. Also, the visuals are very similar to what EDM festivals look like in real life, making it more engaging for fans of the music.
Shareable Content with Novelty and Relatability
In today’s digital age, shareability is a crucial factor in the success of any advertisement. The “Neon” commercial excels in this regard, thanks to its novelty, visual appeal, and relatability. Whenever I see this video, I want to send it to my friends, partly because of how good the song is and partly because of how good the video is. In fact, since writing this blog, I have already sent it to three of my new friends at NYU.
Moreover, the story's relatability enhances its shareability. Many viewers can see themselves in the main character, escaping their daily transit by listening to music, made even better by the convenience of AirPods. This relatability makes viewers more likely to share the commercial, as it resonates with their own experiences and aspirations.
In conclusion, the Apple AirPods “Neon” commercial is a perfect example of how a brand can create a compelling story without overtly selling a product. By creating content that is engaging, visually stunning, and relatable, Apple not only promotes its products but also reinforces its brand story of innovation, creativity, and seamless user experience. This commercial doesn’t just sell AirPods; it sells a story, a feeling, and an experience.
