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Apple “The Surprise” 2020

Apple “The Surprise” (2020) is an Apple commercial directed by Mark Molloy for TBWA\Media Arts Lab, produced by Smuggler. It won one award: ANDY Awards 2020 Gold — CRAFT.

A group of friends plans a surprise party, using the Apple Watch to coordinate and execute the perfect surprise for their friend.

Video: Apple Archive on YouTube

Shot by shot

  1. A person's arm with a red Apple Watch on their wrist, displaying a message notification on its screen.© Apple0:04
  2. A young woman with blonde hair and a silver top smiles and puts a finger to her lips, shushing someone in a pink-lit room.© Apple0:06
  3. A young woman with blonde hair and a silver top dances with a group of people, holding a gift, in a studio with pink lighting and balloons.© Apple0:07

Stills © Apple. Made by TBWA\Media Arts Lab, Smuggler and Mark Molloy.

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

The idea

Apple Watch helps friends coordinate a surprise party seamlessly.

Tagline: “SURPRISE. WATCH.”

surprise partysecret coordinationtech as enablerfriends celebrating

The cut

Length
16 s
Shots
8
Average shot
2.0 s

What creatives use Apple “The Surprise” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Apple “The Surprise”? 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 person's arm with a red Apple Watch on their wrist, displaying a message notification on its screen.© AppleA young woman with blonde hair and a silver top smiles and puts a finger to her lips, shushing someone in a pink-lit room.© AppleA young woman with blonde hair and a silver top dances with a group of people, holding a gift, in a studio with pink lighting and balloons.© Apple
    Frames from Apple “The Surprise”

  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 “The Surprise” in order, with its length, framing and what happens in it.

    A person's arm with a red Apple Watch on their wrist, displaying a message notification on its screen.© AppleA young woman with blonde hair and a silver top smiles and puts a finger to her lips, shushing someone in a pink-lit room.© AppleA young woman with blonde hair and a silver top dances with a group of people, holding a gift, in a studio with pink lighting and balloons.© Apple
    Length: 16 s · Shots: 8 · Average shot: 2.0 s

  3. 03Ad ideas: every spot built on a surprise party

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

    Apple “The Surprise” is built on a surprise party. Search the library by idea to see every spot that uses it.

    Hbo “Surprise”© HboBahamas “Lyle”© BahamasSky Ireland “Sky Do Broadband - You Do You”© Sky IrelandANZ “The Anniversary Present”© ANZ
    Hbo · Bahamas · Sky Ireland · ANZ

More commercials by Mark Molloy

More from TBWA\Media Arts Lab

  • Apple "Someday" (2026) commercial still© AppleApple “Someday” 2026Dir. Spike Jonze · 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 “The Surprise” commercial?

Mark Molloy directed it, produced by Smuggler, for the agency TBWA\Media Arts Lab.

Which agency made Apple “The Surprise”?

TBWA\Media Arts Lab created it for Apple (2020).

What awards did Apple “The Surprise” win?

1 awards, including ANDY Awards 2020 Gold — CRAFT.

What is the tagline of Apple “The Surprise”?

“SURPRISE. WATCH.”

Sources for the credits and awards

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