Apple's UK AirPod ads represent a big shift in its advertising strategy
Apple / YouTube
The three commercials (which you can watch in full below) feature music from UK artists Craig David, Big Narstie, The 1975, and Lianne La Havas.
The campaign is a clear example of the shift in the Cupertino company's advertising strategy to focus more on digital and local campaigns, a change which is reportedly part of an effort to streamline its global marketing output.
And it follows Apple's debut AirPods commercials, a series of four spots featuring American artists Marian Hill and Lil Buck, back in January.
All the UK-targeted slots feature digitally produced versions of the AirPods' teardrop design as a symbol of musical notes in a given song.
The notes move in the rhythm to each song - a guitar in "Heart Out" by The 1975, a drum in "When the Bassline Drops" by Craig David and Big Narstie, and a guitar in "Green & Gold" by Lianne La Havas.