This Spike Jonze-Directed Ad for Apple’s HomePod is Too Cool to Handle
Apple came through today. They just dropped a new ad for the Apple HomePod, the company’s reply to Google and Amazon’s home assistants. The ad, which is directed by Spike Jonze, who ironically directed “Her”, a film about a man who falls in love with the A.I. housed in his cloud system, follows a young professional (played by FKA Twigs) who gets to escape her mundane existence thanks to the HomePod.
In true Apple cool and Jonze warmth, the video distorts reality to make way for a fun little dance number that Jonze and Twigs convey with such fine and bittersweet abandon.
There’s also this cool storyboard video for the ad, which surfaced thanks to Storyboards Inc.:
At the end of it all, though, did it make you want to go out and buy the HomePod? Probably not. But it’s keeping itself consistent with the perception that, love ’em or hate ’em, Apple is the cooler brand.