U2 “Vertigo” iPod Commercial (2004)

A band inside the silhouettes

Apple's iPod silhouette commercials, made by TBWA\Chiat\Day, usually set anonymous dancers against bright backgrounds to music by newer acts such as Jet. The "Vertigo" spot kept that look but showed the members of U2 clearly, singing and playing their instruments. Macworld reported that it began airing in the United States in mid-October 2004, with early placements during the American League Championship Series, and that 30-second and two-minute versions were also available online. Apple's press release of 26 October 2004 called it a cross between the company's award-winning "Silhouette" ads and a music video.

Part of a wider deal

The commercial was part of a partnership detailed that day. Apple introduced the iPod U2 Special Edition, a 20 GB model in a black case with a red Click Wheel and engraved band signatures, together with The Complete U2, a digital box set of more than 400 tracks for the iTunes Music Store. Contemporary reports citing Rolling Stone said U2 took no fee for the ad and instead received royalties on the special-edition iPod. Bono later wrote in his memoir that manager Paul McGuinness had asked Steve Jobs for Apple shares, a request Jobs refused.

Chart run and Grammys

"Vertigo" opens How to Dismantle an Atomic Bomb, released on 22 November 2004 in the UK and a day later in the US. Issued as a single on 8 November 2004, it entered the UK Singles Chart at number one and reached number 31 on the Billboard Hot 100. At the 2005 Grammy Awards it won Best Rock Performance by a Duo or Group with Vocal, Best Rock Song and Best Short Form Music Video.

Browse related history

Browse iPod Advertising for the wider advertising archive. For related iPod history, explore 2004 and 2005.

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