Twenty years ago, TBWA\Chiat\Day and Apple launched a campaign called Silhouettes. It was a hit, was made in a number of versions over the next years, has joined the annals of famous Apple commercials and now has a 2023 version. TBWA\Media Arts Lab has recreated the colourful commercial featuring current pop god, Harry Styles – a colourful personality himself. The 2023 version highlights Apple Airpods with Spatial Audio.

The original campaign, given a pop culture boost with tunes by the Black-Eyed Peas and N.E.R.D, was splashed across the US, on billboards in Los Angeles as well as print and TV.

In the new version, the black silhouettes of the original share the bright colours of the backgrounds and Apple AirPod images replace iPods. Styles, seen dancing and singing in multiple images of himself, represents the AirPods’ Spatial Audio feature, (surround-sound, theatre-like audio). The commercial is set to the song, Music for a Sushi Restaurant, from Styles’ newly-released third studio album, Harry’s House.

The commercial was produced by Iconoclast and Versatile and will run on TV and YouTube, supported by out-of-home and retail store placements across the US.

In line with Styles’ request, Apple donated his artist fee to the non-profit organisation, International Rescue Committee, which works to alleviate humanitarian crises around the world.