DAVID reviews

27 November 2017

Apple: Shall we dance?

by Andrew MacGregor


Apple: “Sway” - 90s

It’s been a strong year for one-word Apple commercials; first ‘Stroll’, then ‘Roll’, now ‘Sway’. Rogue’s Sam Brown once again takes the helm as the brand enter the Christmas spirit.

Two strangers share the brand’s AirPod earbuds. While the world walks by, the pair dance through a private winter wonderland. As the snow falls, dancer Lauren Yatango-Grant defies gravity.

We doubt tetchy pedestrians will adopt this whimsical approach, but the choreography is beautifully executed. No sign of 2016’s baritone Frankenstein’s Monster, though. Perhaps the townsfolk armed themselves with torches and pitchforks after all.


Director: Sam Brown Ⓟ Ⓦ (repped in the UK by Rogue Films Ⓟ Ⓦ)
Cinematography: Franz Lustig
Production Design: Quito Cooksey
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