Description
Heartbreak is unavoidable and lands all of us in a dark, lifeless place. Just ask Pedro Pascal.
He’s working through his feelings in “Someday,” a 5-minute video from TBWA\Media Arts Lab L.A. and director Spike Jonze, promoting Apple AirPods 4 with active noise cancellation.
Music has the ability to uplift our spirits or give us the feels. Pascal’s environment is desolate, and the first song he plays through his AirPods—”El Conticinio” by Guitarricadelafuente—matches the down vibe. “I want to be able to see you sleep. Enter your visions. Know what I was.” Give the man a hug!
Sadness is interrupted by someone asking for directions. In this blip, Pascal sees his old self: happy, vibrant and showing off some impressive dance moves to the upbeat “Perfect” by Sam I.
When he looks into the camera and says “You’re perfect. Now work it,” Pascal is shaking each of us out of our drab moods. Or at least giving us the knowledge that this, too, shall pass.
Tanisha Scott—who’s worked with Rihanna, Drake and Beyoncé—choreographed Pascal’s dance. This is Jonze’s second project with Apple. In 2018, he directed “Welcome Home,” promoting the HomePod.
This professional campaign titled 'Someday, by Spike Jonze' was published in United States in March, 2025. It was created for the brand: Apple, by ad agency: TBWA\Media Arts Lab. This Film medium campaign is related to the Electronic Devices industry and contains 2 media assets. It was submitted about 2 months ago.
Credits
Agency: TBWA\Media Arts Lab, Los Angeles
Director: Spike Jonze
Production Company: MJZ
Post-Production: TRAFIK
Audio Post-Production Company: Squeak E. Clean
Editing: Final Cut
Director of Photography: Jasper Wolf
Music: “Conticinio” by Guitarricadelafuente
“Perfect” by Sam i, with Tropkillaz ft. Bia & MC Pikachu
