At the Art Director’s Club 99th ads-as-art competition, Apple’s gravity-defying AirPods ad won two golds and the prestigious Black Cube.
From Cult of Mac’s “Apple’s bouncy AirPods ad wins major award“:
“‘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.”
Created by TBWA\Media Arts Lab with Pulse Films and Framestore, the “Bounce” AirPods advertisement was also awarded Best of Discipline in both Advertising and Motion/Film/Gaming Craft disciplines. 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.
ADC Awards include Gold, Silver, and Bronze Cubes in categories like Typography, Packaging and Promotional Materials. Above all of these is the Black Cube, which Apple took home this year.
Cue the video:
My take: A joy to watch, every time.
One more thought: Steve Jobs, who built his own black cube at NeXT, would have loved this award.