“Bounce,” the TV ad for Apple AirPods, has been named Best of Show in the ADC 99th Annual Awards, the world’s longest continually-running global advertising and design awards show focused on excellence in craft and innovation.
Created by TBWA\Media Arts Lab with Pulse Films and Framestore, all in Los Angeles, “Bounce” was also awarded Best of Discipline in both Advertising and Motion/Film/Gaming Craft disciplines, and picked up a total of one Black Cube (for Best of Show), four Golds and three Silvers this year. Ads for Apple products overall won 25 times, including one Black Cube, six Gold, six Silver, six Bronze and six Merit.
Based largely on the outstanding performance of “Bounce”, Apple was named Client of the Year and TBWA\Media Arts Lab was named Ad Agency of the Year for 2020.
“‘Bounce’ is an amazing example of innovative creative work,” said Kevin Swanepoel, CEO of The One Club for Creativity. “It’s the epitome of excellence in filmmaking craft and innovation, which is the basis for how these awards are judged, and well-deserving of the Black Cube honor for Best of Show as the world’s best creative work of the past year.”
A complete list of ADC 99th Annual Awards winners can be viewed here.
The ADC 99th Annual Awards is part of The One Club for Creativity, the world’s leading nonprofit organization supporting and celebrating the global creative community.
The One Club for Creativity, producer of The One Show, ADC Annual Awards and Creative Week, is the world’s foremost non-profit organization whose mission is to support and celebrate the success of the global creative community. The One Show is a top global awards show for advertising, design and digital marketing, focusing on the creativity of ideas and quality of execution. The global ADC Annual Awards honors creative excellence in craft, design and innovation across all disciplines. Creative Week takes place in New York every May, and is the preeminent festival celebrating the intersection of art and commerce.
MacDailyNews Take: A well-deserved win for Apple, TBWA\Media Arts Lab, Pulse Films, Framestore, and everyone who worked on the amazing AirPods ‘Bounce’ ad!
More Cannes Lions awards are on the way! — MacDailyNews Take on the release of Apple’s “Bounce” ad, June 27, 2019
See also: Apple releases inventive, fun ‘Bounce’ video celebrating AirPods — June 27, 2019
it’s a stupid commercial. lost interest in the first seven seconds. what are they selling, shoes, shoe pads, springy streets, springy chairs, springy wall, springy people, …? well, now that i have seen it i know to change the channel or visit another web page or close the popup. as with most critically acclaimed movies, this critically acclaimed commercial sucks.
I didn’t like it either.
Well, I loved it. I’m the reason why Tim decided to make the ad. My brother, CitizenX, is not the smartest Citizen of the bunch, sadly. When my TV show is out on Apple TV+, I will make sure the world knows the truth about Exxy.
It’s not supposed to be an informative ad. It’s a branding ad. It’s not there to make the audience learn but to make it feel. It presents the Apple experience as something magical.
This is the kind of common sense that my brother lacks. He loves to tell people how dumb they are and how important he is. It’s very important that you know he’s really smart and not dumb at all, because it would be dumb if he were dumb, and he’s no dumbkopf. Sadly he’s no smartkopf either.
way too much credit. but, ok, was it magical? did it inspire? i would say no. branding hey? hmm, don’t see it, because after the first seven seconds i started thinking, oh no, apple is giving us more artsy fartsy ads. here’s the thing, i think it really fail there too. hey, it does lend itself to the CEO’s personal hero. the i guy. one guy enjoying all to himself while the losers as he travels are all beneath that i guy. i won’t say trump’s name. but man!
My first thoughts were: “Why is it shot in mono? Will it ramp up to color?” But it didn’t, and I thoroughly enjoyed the creativity of the various bounce moments.
Does that make it a good ad? Dunno really, but it certainly was a bit different, which is not bad thing.
As a civil engineer, I noticed a lot of structural weaknesses creating public safety hazards. But the Pods stayed in the ears, which is a credit to either the Pods or the ears, or maybe to some unrevealed adhesive.