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Apple “Someday” 2025

Apple “Someday” (2025) is an Apple commercial directed by Spike Jonze for TBWA\Media Arts Lab, produced by MJZ. It won 8 awards, including ADC 2026 Gold Cube Motion / Film Craft — Craft in Motion / Film / Direction, Cannes Lions 2025 Film Silver and LIA 2025 Bronze — Online Film / Technology & Tech Equipment.

A man's ordinary walk transforms into a vibrant, colorful dance party as he listens to music on his AirPods, culminating in a cameo by Pedro Pascal.

Video: Apple Archive on YouTube

Shot by shot

  1. A man with a mustache and white t-shirt walks down a city street, looking around and adjusting his wireless earbuds.© Apple0:00
  2. A diverse group of people cross a busy city street on a sunny day, with a man in a suit and another in casual wear walking towards the camera.© Apple0:03
  3. A man in a white t-shirt and light pants walks down a street covered in red petals, with buildings covered in yellow and red petals in the background.© Apple0:04
  4. A diverse group of people walk past a building covered in yellow and red flowers, with a red bicycle parked on the sidewalk.© Apple0:10
  5. A man in a white t-shirt and light pants walks and dances down a red path, surrounded by people in colorful clothes and a vibrant, surreal landscape of red and yellow foliage.© Apple0:15
  6. A man in a white t-shirt and khaki pants dances in the middle of a street, surrounded by a diverse group of people in red and yellow clothing, in a vibrant, color-saturated city.© Apple0:17
  7. A man in a white t-shirt and beige pants dances with a group of people in a surreal, colorful outdoor setting.© Apple0:20
  8. A diverse group of people in colorful outfits dance in a street with buildings covered in red and yellow foliage, under a bright blue sky.© Apple0:21
  9. Pedro Pascal, wearing a white t-shirt and AirPods, is framed by multiple hands as he looks directly at the camera in a vibrant, colorful outdoor setting.© Apple0:25

Stills © Apple. Made by TBWA\Media Arts Lab, MJZ and Spike Jonze.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Music transforms the mundane into a vibrant, joyful dance party.

magical realismmusical numbercelebrity cameotransformation sequenceeveryday herocolor explosion

The cut

Length
30 s
Shots
10
Average shot
3.0 s

What creatives use Apple “Someday” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Apple “Someday”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man with a mustache and white t-shirt walks down a city street, looking around and adjusting his wireless earbuds.© AppleA diverse group of people cross a busy city street on a sunny day, with a man in a suit and another in casual wear walking towards the camera.© AppleA man in a white t-shirt and light pants walks down a street covered in red petals, with buildings covered in yellow and red petals in the background.© AppleA diverse group of people walk past a building covered in yellow and red flowers, with a red bicycle parked on the sidewalk.© Apple
    Frames from Apple “Someday”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Apple “Someday” in order, with its length, framing and what happens in it.

    A man with a mustache and white t-shirt walks down a city street, looking around and adjusting his wireless earbuds.© AppleA diverse group of people cross a busy city street on a sunny day, with a man in a suit and another in casual wear walking towards the camera.© AppleA man in a white t-shirt and light pants walks down a street covered in red petals, with buildings covered in yellow and red petals in the background.© AppleA diverse group of people walk past a building covered in yellow and red flowers, with a red bicycle parked on the sidewalk.© AppleA man in a white t-shirt and light pants walks and dances down a red path, surrounded by people in colorful clothes and a vibrant, surreal landscape of red and yellow foliage.© AppleA man in a white t-shirt and khaki pants dances in the middle of a street, surrounded by a diverse group of people in red and yellow clothing, in a vibrant, color-saturated city.© Apple
    Length: 30 s · Shots: 10 · Average shot: 3.0 s

  3. 03Ad ideas: every spot built on a magical realism

    Before you present an idea, you need to know who has done it, and how.

    Apple “Someday” is built on a magical realism. Search the library by idea to see every spot that uses it.

    Squarespace “A Tale as Old as Websites”© SquarespaceBurbery “Burberry "Open Spaces”© BurberyPocari Sweat “Find Your Own Way”© Pocari SweatBurberry “Festive”© Burberry
    Squarespace · Burbery · Pocari Sweat · Burberry

More commercials by Spike Jonze

  • Kenzo "Kenzo World" (2016) commercial still© KenzoKenzo “Kenzo World” 2016Dir. Spike JonzeEpica Grand Prix 2016
  • IKEA "Lamp" (2002) commercial still© IKEAIKEA “Lamp” 2002Dir. Spike Jonze · Crispin Porter + BoguskyCannes Lions Grand Prix 2003
  • On "Shape of Dreams" (2026) commercial still© OnOn “Shape of Dreams” 2026Dir. Spike JonzeCiclope Gold 2026
  • MedMen "The New Normal" (2019) commercial still© MedMenMedMen “The New Normal” 2019Dir. Spike Jonze · MekanismDGA Awards 2019
  • Squarespace "Dream It" (2019) commercial still© SquarespaceSquarespace “Dream It” 2019Dir. Spike JonzeDGA Awards 2019
  • Apple "Welcome Home" (2019) commercial still© AppleApple “Welcome Home” 2019Dir. Spike Jonze · TBWA\Media Arts LabANDY Awards Gold 2019

More from TBWA\Media Arts Lab

  • Apple "A Critter Carol" (2026) commercial still© AppleApple “A Critter Carol” 2026Dir. Mark Molloy · TBWA\Media Arts LabANDY Awards Gold 2026
  • Sandy Hook Promise "Back-To-School Essentials" (2019) commercial still© Sandy Hook PromiseSandy Hook Promise “Back-To-School Essentials” 2019Dir. Henry-Alex Rubin · TBWA\Media Arts LabEmmy (Outstanding Commercial) 2020
  • Apple Music "History of Sound" (2016) commercial still© Apple MusicApple Music “History of Sound” 2016Dir. John Hillcoat · TBWA\Media Arts LabThe One Show Gold 2016
  • Apple iPhone "There's an App for That" (2010) commercial still© Apple iPhoneApple iPhone “There's an App for That” 2010TBWA\Media Arts LabEffie Awards Gold 2010
  • iPhone "El lazo de Petra" (2025) commercial still© iPhoneiPhone “El lazo de Petra” 2025Dir. Gigi Saul Guerrero · TBWA\Media Arts LabEl Ojo de Iberoamérica Bronze 2025
  • Apple, Inc. "AirPods Pro—Snap" (2021) commercial still© Apple, Inc.Apple, Inc. “AirPods Pro—Snap” 2021TBWA\Media Arts LabThe One Show Bronze 2021

Award-winning tech commercials

Questions

Who directed the Apple “Someday” commercial?

Spike Jonze directed it, produced by MJZ, for the agency TBWA\Media Arts Lab.

Which agency made Apple “Someday”?

TBWA\Media Arts Lab created it for Apple (2025).

What awards did Apple “Someday” win?

8 awards, including ADC 2026 Gold Cube Motion / Film Craft — Craft in Motion / Film / Direction, Cannes Lions 2025 Film Silver, ADC 2026 Silver Cube Advertising — Branded Content / Entertainment / Video - Long Form - Single and ADC 2026 Bronze Cube Advertising — Television / Film / Online Video / Online - Single.

Sources for the credits and awards

2025.liaentries.com2025.liaentries.comThe WorkThe Workoneclub.orgoneclub.orgoneclub.orgawards.ciclopefestival.comawards.ciclopefestival.comvimeo.comThe Workdandad.org