Apple wins 20 Pencils at D&AD Awards

Apple won a whopping 20 Pencils for various advertising campaigns at this year’s virtual D&AD Awards, which canceled its annual festival because of the COVID-19 pandemic. Winners of D&AD’s highest honor, the Black Pencil, will not be announced until September.

Apple wins 20 Pencils at D&AD Awards. Image: Still from Apple AirPods 'Bounce' TV ad
Still from Apple AirPods ‘Bounce’ TV ad

Minda Smiley for Adweek:

The brand’s “Bounce” ad for AirPods took home two Yellow and three Graphite Pencils. The video, created by TBWA\Media Arts Lab, follows a man’s unusual morning commute. It also won Best of Show at this year’s ADC Awards.

Apple won three Pencils, one Yellow and two Wood, for “The Underdogs,” a 3-minute film about a group of humdrum office workers who jump at the chance to pitch an idea they’ve cooked up: the circular pizza box.

The brand’s lengthy “Hermitage” ad, created to illustrate the battery life of the iPhone 11 Pro, won a Graphite Pencil. The video, which clocks in at 5 hours, 19 minutes and 28 seconds, takes viewers on a tour of the sprawling Hermitage Museum in Russia.

“Wonderful Tools,” an animated film that shows how Apple’s products have evolved throughout the years, also clinched a Graphite Pencil.

MacDailyNews Take: Congrats to Apple, TBWA\Media Arts Lab, and everyone who worked on this year’s D&AD Award-winners!


  1. Whoah! I’v never seen these. Handsome, artistic. But, you know, commercials are fundamentally lies. People in the lying business recognized Apple as the premier elegant liar.

    1. And a painting…an “image,” is just a representation. It’s not the real thing. It’s a symbol of the creator’s design. Sounds a lot like a commercial, as it’s a narrative, or perhaps propaganda, created by the designer to motivate the consumer.

      Selling a narrative isn’t necessarily a lie.

      You work in a field with some of the same intentions.

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