Brand's first over-ear headphones launch with an interplanetary ad directed by Vania and Muggia, writes Addison Capper
AirPods Max are the newest addition to Apple's AirPods family and the brand's first over-ear headphones.
To launch the product, Apple has launched 'Journey into Sound', a spot of pretty epic proportions that depicts the feeling losing yourself in the beauty of a good tune, and journeying through the sound. The tune in question in the ad is 'Polarizer' by Cid Rim, and the spot was directed by Vania and Muggia.
It begins in space with a backlit planet, until the planet is revealed to be a head sporting AirPods Max. As the track builds, so does the viewer's journey, as it ventures deeper into space and sound itself until the narrative takes a turn. Reality hits the film's protagonist as she descends in front of a sky full of stars that transform into a city skyline. A couple of nifty product demonstrations quickly soothe her back to her journey. As she lands on the couch and activates the headphones' Transparency Mode, the sounds of the real world break through as her apartment takes shape and we snap back to reality. After taking a brief moment to close the window, she activates Active Noise Cancellation again, transporting her back to her journey into sound. As the city falls away, the couch underneath her and the world do, too.
According to Apple, AirPods Max are designed to achieve superior high-fidelity audio, made possible by features like Computational Audio, Adaptive EQ, Active Noise Cancellation, and Spatial audio. These features come together to create a truly immersive listening experience.