ADC is the longest-running global advertising and design awards event, focusing on excellence in manufacturing and innovation.
https://youtu.be/yyNtm0LZiKcCreated by TBWA Media Arts Lab together with Pulse Films and Framestore, all based in Los Angeles, “Bounce” also received the Best of Discipline award in the Advertising and Motion / Film / Gaming Craft categories, taking home a Black Cube (for Best of Show), four golds and three silvers this year. Ads on Apple products have won 25 times, amassing one Black Cube, six Gold, six Silver, six Bronze and six Merits.
At the same ceremony, Apple was named Customer of the Year and TBWA Media Arts Lab was named Ad Agency of the Year in 2020.
Launched in June 2019, the commercial shows a bored man wearing AirPods and stepping out onto the street starting to bounce off different objects that are projected at him as if from a trampoline.
The background song for the commercial is Tessellated's "I Learned Some Jazz Today".
On the One Club page, where the awards were announced there is a how-to video showing the considerable effort that went into filming the announcement.
All the boats of the protagonist were made in real life with different objects, inside an imaginary city built inside an airport hangar.
The 99 annual ADC Awards are part of The One Club for Creativity, the world's leading non-profit organization dedicated to recognizing the global creative community.
Seven years ago Apple posted an announcement, also called Bounce, to announce the new range of colorful iPods.
This can give us an idea, not just of how distant in time it sounds to talk about the iPod, but of the technology available then and of Apple's ambitions when it comes to communicating its innovation.
The Bounce version for AirPods is a remarkable work of art, a storytelling, that conveys optimism, joy,… and as always, without appearing to be selling you a specific product.
The Bounce version of the iPod, in hindsight, seems naive, simple… but that's the way the story goes.
