Apple ads win 20 'Pencils' at annual D&AD awards

in General Discussion edited June 2020
Apple's unique advertising campaigns continue to net industry accolades, with the latest efforts garnering 20 Pencils of varying distinction at this year's Design and Art Direction awards.

The Underdogs

The British charity handed Apple 20 Pencils for ads created for AirPods, iPhone and more, AdAge reports. This year's D&AD awards show was held virtually due to the coronavirus pandemic.

Apple's 2019 "Bounce" spot, which highlighted the lightweight and untethered design of AirPods, won two Yellow and three Graphite Pencils. The ad was created by longtime Apple partner TBWA\Media Arts Lab.

Apple's "The Underdogs" short garnered one Yellow and two Wood Pencils. The three-minute film follows a group of office workers who use a variety of Apple products to turn their dream -- a round pizza box -- into reality. Smuggler produced the ad, which was directed by Mark Molloy.

Finally, the 5 hour and 19 minute "Hermitage" ad, created to tout iPhone 11 Pro's high-quality camera and long-lasting battery, won a Graphite Pencil. TBWA\Media Arts Lab's London office was responsible for the film that took viewers through a tour of Russia's Hermitage Museum.

Apple's often receives high accolades for its advertising efforts. Most recently, the company won a total of 25 prizes at the 99th Art Director's Club awards in May, including a Best of Show nod for "Bounce."


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