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If Pedro Pascal is sad, the whole world is sad. And dreary, and frigid, and hopeless.
But the beloved internet daddy doesn’t stay blue for long, according to a new Apple ad that starts with him grieving over a romantic breakup but snapping out of his melancholy mood with the help of his AirPods.
The visually stunning, cinematic long-form ad reunites Apple with Oscar-winning filmmaker Spike Jonze, who directed the brand’s lauded “Welcome Home” in 2018 with FKA Twigs. Like its predecessor, the new work—called “Someday”—leans heavily on inventive choreography, catchy music, and lavish sets.
It also gives fans yet another reason to stan Pascal, who busts out some pretty impressive dance moves, backed by a professional ensemble.
The 5-plus-minute video comes from longtime Apple collaborator TBWA\Media Arts Lab, accompanied by a Hollywood-blockbuster and Super Bowl-worthy rollout. A trailer dropped over the weekend, along with social posts that teased the work.
“Someday,” which kicks off with a cold, wintry palette to match Pascal’s broken heart, switches to technicolor as the music becomes more upbeat. Pascal’s character goes from forlorn to fabulous, reconnecting with his lighter, happier self.
The fancy footwork comes from choreographer Tanisha Scott, who has worked with Drake, Beyoncé, and Rihanna. Needle drops are courtesy of Guitarricadelafuente’s “Conticinio” for the melodrama, shifting to Sam i’s “Perfect” featuring Tropkillaz, Bia, and MC Pikachu for the energetic fantasy scenes.
Apple takes a page from its own playbook for “Someday,” building an imminently watchable narrative around a product demo. In this case, the video touts the new design of the AirPods 4 with active noise cancellation, which the brand says help reduce environmental clatter like city traffic, airplane engines, and more.
Pascal, no stranger to advertising, has starred in Corona Extra and Casillero del Diablo commercials in the past. Known for various fatherly roles on screen, the Chilean actor’s latest drama, The Last of Us, returns to HBO and streaming on April 13.
Jonze, meantime, has made a particular name for himself in stylized movement-based ads and projects, ranging from Fatboy Slim videos to the Levi’s “Crazy Legs” campaign in the 1990s. His dance-based 2016 short film for Kenzo perfume with Margaret Qualley became yet another calling card in the marketing space.
His first spot for Apple, “Welcome Home,” was a popular and critical darling, scooping up an armload of awards, including the Cannes Lions Grand Prix in Music, a gold Lion in Film and another gold in Film Craft. ADWEEK called it “a perfectly choreographed adventure that’s half Alice in Wonderland, half Wrinkle in Time.”
