Quiet the noise is the latest spot from Megaforce – made up of directors Leo Berne, Clement Gallet, Charles Brisgand and Raphaël Rodriguez – enlisted to advertise the new AirPods Pro, in collaboration with TBWA\Media Arts Lab.
We open on a shot of a construction worker drilling in the street, oblivious to the fact that the section of the road is suspended in mid-air. Cars, dogs, a lollipop person, a marching parade and a whole intersection worth of noisy traffic are then introduced, all adrift above the skyline too. Then, as a lone character back at ground level turns off a pair of AirPods, the whole floating scene returns to the ground, illustrating the noise-cancelling capabilities of the new AirPods.
The stripped-back soundtrack – a cover of Where Is My Mind – and concept make for a fun, light viewing experience, while sticking to a style that feels fitting for Apple.
Quiet the noise comes not half a year after the last sensational offering from Megaforce, Night Creatures for Burberry. The spot brought together precise choreography and VFX to create a dance between three characters – kitted out in Burberry – and an ethereal being (which looked like a cross between the aliens from Arrival and a Cheesestring in form, but remained completely intriguing and otherworldly nonetheless). Quiet the noise continues Megaforce’s run of great spots after the lauded Night Creatures.
GalleryMegaforce / TBWA\Media Arts Lab: Apple, Quiet the noise. Screenshots from YouTube (Copyright © Apple, 2023)
Megaforce / TBWA\Media Arts Lab: Apple, Quiet the noise (Copyright © Apple, 2023)
About the Author
Liz (she/they) joined It’s Nice That as news writer in December 2021. After graduating in Film from The University of Bristol, they worked freelance, writing for independent publications such as Little White Lies, INDIE magazine and design studio Evermade.