What Vini Jr. is listening to in his headphones, or rather, what he is not listening to is the question that Apple poses in its new ad to promote its Airpods Pro 3. The brand has the Brazilian player, taking advantage of the celebration of the World Cup, and his famous dances, to highlight the devices’ ability to cancel outside noise.

The company once again resorts to the already explored formula of showing a person dancing and enjoying music through the devices, as it did with the viral spot starring Pedro Pascal to promote the Airpods 4; But this time it gives a twist to the resource and focuses on the noise and sounds that said person is not able to hear thanks to the capabilities of the headphones.

Thus, the piece shows Vini Jr. sitting in a room and putting on his Airpods, at which point he begins one of his popular dances and goes through various noisy scenarios while remaining immersed in his listening experience. Instead of letting viewers hear the song that inspires their movements, the ad opts to mute the music and focus on the sounds of the environment, letting the audience’s imagination provide the rhythm.
The ad introduces the Airpods Pro 3 as “The headphones with the best active noise cancellation in the world”.

The spot has been produced in-house and is titled “Dança”, as reported by AdAge, and has been directed by Aube Perrie, the filmmaker behind music videos by artists such as Megan Thee Stallion and Harry Styles. The video was choreographed by Ryan Heffington, who has previously worked on Apple ads for Airpods or HomePod.

In the absence of music in the ad, Apple completes the communication with a playlist called “What does Vini Jr. listen to on his AirPods?” As the brand explains, it is made up of songs that the Apple Music editorial team imagines Vini Jr. could be listening to on his headphones. Includes, among others, “Pop”, by Harry Styles; “Yesterday’s News”, by the Spanish Bad Gyal; or “Fantasy”, by Demi Lovato. The latter has shared the campaign on its social networks.