In February, it was reported that Apple was making a decisive switch when it came to its new ads promoting its products.

That shift means that Apple wants to publish more regional promotional materials, with an even bigger push of digital ads in those areas. As such, the expectation was that there would be more Apple ads on specific channels, promoting solely for that region. Or at a major event, where, for example, British musicians are awarded for their music.

On February 22, The BRIT Awards were hosted in the United Kingdom, where pop music stars get a chance to win some awards based on the reception of their music. To promote Apple Music, where Apple would like customers to listen to the music on display at the awards show, the company published a pair of 30-second advertisements. Both are narrated by Julie Adenuga, a Beats 1 radio host.

The first ad is entitled “Best British Male.”

https://youtu.be/qJ0OIk5KWeA

Meanwhile, the other ad is called “Best British Female.”

https://youtu.be/2H9KadG9t7I

The new ads are straight to the point. What do you think of them?