On the same day that Apple announced it would start shipping its new Apple Vision Pro headset in the U.S. on February 2, the brand launched a new ad to hype the mixed-reality piece of hardware.
Created by TBWA Media Arts Lab, the spot is called “Get Ready,” and is a pop culture ride through the possibilities of strapping something onto your face. Set to Devo’s “Uncontrollable Urge,” the ad goes from Young Frankenstein to Star Wars to Ant-Man to Snoopy to SpongeBob to Star Trek’s Geordi La Forge and others all wearing goggles. Apple is using beloved characters and films to show us that, hey, spatial computing isn’t weird at all. Even if it costs $3,499.
If the ad feels familiar, that’s because it’s a spiritual sequel to the first-ever iPhone ad, “Hello,” which ran during the Oscars in February 2007. That spot featured scenes from movies and TV of characters answering the phone.
If that’s enough to convince you, preorders for the Vision Pro open up January 19.
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