Do you believe in love at first sight? Or love over the transfer of an earbud?
That’s the subject of “Sway,” this year’s holiday ad from Apple. It follows a woman walking down a snow-dusted street. She briefly stops to whip out her iPhone X and put on Sam Smith’s “Palace”—transmitted through her AirPods, natch—and the world transforms into a private stage that she dances wistfully across.
The story picks up when she slams into a handsome stranger, who catches her mid-twirl. As they gaze into each other’s faces, lives transforming and whatnot, the woman puts one of her AirPods into his ears, creating a connection that enables them to move together.
A beautiful piece of story-telling.