The OKASANNOANARU-02opening of a new "short film" advertisement for Apple's HomePod may feel all too familiar to many urban professionals. The singer and dancer FKA twigs, dressed in a gray suit, returns to her small apartment, tired and bedraggled.
Until Siri and HomePod step in to transform her world through sound, color, and DANCE.
Spike Jonze has directed the new HomePod ad, entitled "Welcome Home." It features a new song called "'Til It’s Over" by Anderson .Paak. FKA twigs stars as the beleaguered HomePod owner turned expressive lover of live.
Apple began shipping the HomePod in February, and it is, by our accounts, a remarkable speaker. That is, if you're willing to shell out $330, prefer Apple Music to Spotify, and are down with Siri.
Siri, for her part, features prominently but minimally in "Welcome Home." When FKA twigs gets home, she says, "Hey Siri, play me something i'd like." Siri's choice of song is responsible for FKA twigs' subsequent joy, as she's able to transform her apartment into a den of color and a place for ebullience and self-reflection. Over the four minute long video, FKA twigs stretches the walls, walks through mirrors, and gloriously dances on her own, shaking off the mundanity of the work day. See what a good digital home assistant can do?
Spike Jonze, for his part, certainly knows all about the possibilities of letting AI into your life. Jonze wrote and directed the 2013 film Herin which Joaquin Phoenix falls in love with an AI assistant named Samantha (voiced by Scarlett Johansson).
Siri may not live up to the liveliness of the fictional Sam. But at least in the colorful world of Jonze's creation in "Welcome Home," she helps bring a little fun to the mundanity of urban life.
You can read Mashable's full review of the HomePod here.
Topics Apple Music Advertising
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