The hustle and bustle of day-to-day life can be overwhelming at times, and sometimes you just want to live in your own little bubble. This is the message that is front and center in Apple’s ad for their AirPods Pro, pushing the improved noise cancellation of the headphones. The spot follows a young woman as she walks the streets of a busy city, with jackhammers kicking up stones, cars honking in traffic, and thousands of people talking. The catch is, all of that hustle and bustle is high up in the sky, far away from her.

The ad presents the value of the AirPods Pro in a visually unique way, designed with a hint of mystery to keep you watching. This is a very effective way to ensure that you not only leave an impression on the audience, but you nonverbally communicate the entire value proposition of your product. It creates an association between their product and peace-of-mind, casting a wide net to potential customers. What do you think of the ad? Did the heightened reality of the direction speak to you? Let us know below!