How awesome are Apple’s ads?

From AdAge: “Apple Wins 20 Pencils at D&AD Awards“:

Apple clinched a total of 20 Pencils for various campaigns at this year’s virtual D&AD Awards, which canceled its annual festival because of coronavirus. Winners of D&AD’s highest honor, the Black Pencil, will not be announced until September

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 ad was produced by Smuggler and directed by Mark Molloy.

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. TBWA\Media Arts Lab’s London office worked on the project.

My take: Apple made an ad that runs 5 hours, 19 minutes and 28 seconds? Why is this the first time I’ve heard of this?


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