Apple’s brilliant new HomePod ad brings the Spike Jonze magic

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2019 Creative Marketer of the Year
Spike Jonze is the perfect fit for Apple.
Photo: Apple

Spike Jonze’s surreal new short film about the HomePod is likely to go down as one of the year’s best Apple ads.

The Oscar-winning director’s four-minute creation is unabashedly joyful, which is a feeling that sometimes can get lost in all the Apple minimalism. Check out Jonze’s playful and creative HomePod ad below.

Apple has a long history of working with brilliant directors to make its ads. The iconic “1984” Macintosh commercial was directed by Ridley Scott. More recent Apple ad directors include David Fincher and Errol Morris.

Jonze, director of great films like Being John Malkovich and Her, proves a great fit for Apple from a creative perspective. His visually arresting, quirky style meshes very well with the brand. This ad, titled “Welcome Home,” is reminiscent of Jonze’s famous “Weapon of Choice” Fatboy Slim music video, which starred a dancing Christopher Walken.

Spike Jonze HomePod ad, ‘Welcome Home’

I particularly like the way “Welcome Home” riffs on the HomePod’s ability to restructure sound to fit different spaces. The short film shows a room transforming in size and shape, effectively showcasing one of the smart speaker’s killer features.

OK, so it’s only March, but this may well be my early pick for Apple’s ad of the year. A 60-second version will air on prime time network television. (The backing music, if you’re wondering, is the new Anderson .Paak track “‘Til It’s Over.”)

What do you think of “Welcome Home”? Let us know your thoughts in the comments below.