What song is Vini Jr. dancing to? Apple's not telling you

Apple has launched a new campaign for its AirPods Pro 3, putting global football star Vinícius Júnior at the centre of a film that celebrates the product's noise-cancelling capabilities.

Titled "Dança", the 30-second spot follows Vini Jr. dancing through a series of noisy urban environments. However, unlike a typical dance-focused commercial, viewers never hear the music he is listening to. Instead, the film amplifies the surrounding sounds of the bustling locations he moves through, highlighting how AirPods Pro 3 blocks out distractions.

According to Apple, the campaign showcases the earbuds' Active Noise Cancellation technology, which removes up to four times more ambient noise compared to the original AirPods Pro.

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The creative choice draws on Vini Jr.'s well-known association with dance, which has become a signature part of his goal celebrations both on and off the pitch. Throughout the film, he moves through various settings seemingly unaffected by the noise around him, creating a sense of curiosity about the soundtrack driving his choreography.

Speaking on the campaign, Vini Jr. said the absence of music encourages viewers to imagine their own soundtrack and reflects how people experience music differently.

The campaign launched globally on 11 June and will run across television, social and digital platforms. In addition to the 30-second hero film, Apple has also rolled out 15-second and six-second cutdowns, all of which maintain the music-free creative approach.

Apple's latest campaign also comes as brands increasingly tap high-profile athletes and celebrities to drive cultural relevance and fan engagement around football.

Earlier this month, McDonald's launched a global FIFA World Cup 26 campaign featuring limited-time meals, collectibles and fan experiences inspired by football stars including David Beckham, Ronaldinho, Thierry Henry, Son Heung-min and Lamine Yamal.

Meanwhile, Nike unveiled its "Rip the script" campaign, a football platform designed to encourage players to embrace creativity and instinctive play. The campaign's hero film stars football heavyweights including Cristiano Ronaldo, Kylian Mbappé, Erling Haaland and Vinícius Júnior, alongside appearances from cultural figures such as LeBron James, Travis Scott, Kim Kardashian, Ted Lasso and LISA.

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