Rare is it that we get a new cinematic feast from Academy Award-winning writer/director Spike Jonze and while today’s offerings may not be a new feature film, his new Apple Air Pods 4 commercial starring Pedro Pascal is sure to satiate fans for the time being. Set along a lively city block, the advertisement sees Pascal whisked from the cold doldrums of his winter existence and dropped into a music-filled fantasia bursting with bright red and yellow flowers. Highlighting the power of these new Air Pods to help escape everyday life, Pascal is seen dancing through the streets and mouthing along to the lyrics, as if part of his own musical. Watch the new commercial below.
Though many are aware of Jonze’s films, including “Being John Malkovich,” “Adaptation,” and “Her,” for which he won the Oscar for Best Original Screenplay, even more people are likely to have seen his work on the small screen with advertisements that feature talent like Margaret Qualley (Kenzo World), Idris Elba (Squarepace), and FKA Twigs (Apple Homepod). Jonze also recently directed a short music video for Coldplay’s “All My Love” featuring Chris Martin singing alongside a dancing Dick Van Dyke.
Upon release of his 2018 commercial with Twigs, titled “Welcome Home,” Jonze also unveiled a behind-the-scenes look at the making of the short film in AdWeek. Jonze worked on the ad with famed cinematographer Hoyte van Hoytema, currently busy shooting Christopher Nolan’s latest project, “The Odyssey.” Dancer Ryan Heffington also took part, choreographing Twigs in “Welcome Home,” as well as Qualley in “Kenzo World.” Movement coach Theo Lowe was also involved in the former project too.
“Spike had a great insight to what he wanted in terms of when this movement would play into what was happening in the scene, so it was pretty much blocked out,” said Heffington during the “Welcome Home” behind-the-scenes video, “but we extended some sections, just so we can let the choreography settle a bit more and let the character within that choreography develop and settle and make sense within the story.”
Jonze is a member of the commercial production company MJZ, which also boasts work from directors Craig Gillespie, Harmony Korine, Mike Mills, and Halina Reijn. His new ad, “Someday,” promotes the release of Apple Air Pods 4, featuring active noise cancelling technology.
Watch the video for “Someday” below.
