Apple isn’t just launching the AirPods 4—they’re making a statement. For this week’s Reel Ad of the Week, Apple teams up with director Spike Jonze (Her, Being John Malkovich) and fan-favorite Pedro Pascal (The Last of Us, The Mandalorian) to create Someday—a cinematic flex that turns Active Noise Cancellation (ANC) into an emotional, visual, and musical experience.
Spike Jonze, who memorably directed Apple’s 2018 HomePod spot “Welcome Home” starring FKA twigs, returns for his second Apple project—a short film for the AirPods 4 starring Pedro Pascal, who seeks solace in the world of music after a breakup.
As he walks forlornly through the world, Pascal uses the device’s Active Noise Cancellation (ANC) to brighten up his world, which visually transforms throughout the film. The bleak winter scene is infused with life, and Pascal is suddenly moved to dance, bringing everyone else along for the ride.
TBWA\Media Arts Lab created the dreamlike spot.
A Breakup, a Beat Drop, and a Personal Revolution
Pascal plays a man lost in the chaos of heartbreak—and a noisy city that won’t let him breathe. Honking horns, construction clatter, urban overwhelm. Then? He pops in the AirPods 4 and activates Active Noise Cancellation (ANC)—and the world shifts.
Colors brighten. The noise fades. Music takes over. And suddenly, Pascal is dancing through the streets like he’s starring in his own second act.
Choreographed by Tanisha Scott (Rihanna, Drake, Beyoncé), the sequence sees Pascal shedding his heartbreak—one step at a time. Petals rain down. Strangers join in. The city, once overwhelming, becomes his stage. Watch below:
Apple’s Signature Surrealism
This isn’t just an ad—it’s an Apple moment. Jonze infuses the film with his signature surreal touch. At one point, Pascal sees a happier version of himself, a glimpse into a future where the right soundtrack (and the right tech) can shift your entire vibe.
And that’s the point: AirPods 4 aren’t just about music. They’re about creating your own space in the world—drowning out the noise so you can focus on what matters.
Apple’s ANC: Not Just a Gimmick, a Game-Changer
Apple’s industry-leading Active Noise Cancellation has always been ahead of the curve, and this ad makes it clear: Samsung may be stockpiling patents, but Apple is out here making culture. Someday isn’t just selling earbuds. It’s selling a feeling. And with Pedro Pascal leading the way, who wouldn’t want to dance through life with AirPods 4?
CREDITS:
BRAND: Apple
AGENCY: TBWA\Media Arts Lab
Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
REELated:
Old Spice goes full swashbuckler in hilarious new ad
