Apple launched a new ad campaign starring Brazilian footballer Vini Jr. to showcase the AirPods Pro 3's Active Noise Cancellation. The commercial features Vini Jr. dancing through city streets while listening to music only he can hear, timed to coincide with the 2026 FIFA World Cup. Apple marketing chief Greg Joswiak promoted the ad on social media, with a shortened version also appearing on Apple's product website.

Apple claims the AirPods Pro 3 deliver the world's best in-ear Active Noise Cancellation, based on a July 2025 evaluation using IEC 60268–24 standards against competing wireless earbuds. The third-generation earbuds reportedly block up to twice as much noise as the AirPods Pro 2 and four times more than the original AirPods Pro.

Priced at $249, the AirPods Pro 3 include spatial audio, heart rate monitoring, hearing aid functionality, and Live Translation alongside their improved noise cancellation. These additions build on Apple's health-focused positioning while competing directly with premium Android earbuds from Samsung and Sony.

The ad leverages Vini Jr.'s global fame to reinforce Apple's premium audio messaging during the World Cup's peak viewership. This marketing push comes as Apple faces increasing competition in the true wireless earbud market, where rivals offer similar ANC features at lower price points.