Apple’s brilliantly creative HomePod ad, directed by Being John Malkovich helmer Spike Jonze, has won a top prize at the Association of Independent Commercial Producers Show at the Museum of Modern Art in New York.
The awards were handed out on Thursday night. Apple shared the “Advertising Excellence/Single Commercial category” top spot with the absolutely hilarious “It’s a Tide Ad” Super Bowl series of ads for Tide. If you haven’t seen Apple’s excellent HomePod ad before, you can check it out below.
The ad is titled “Welcome Home,” and stars FKA Twigs as a downtrodden office worker who experiences the transformative effects of music when her HomePod sets about changing the physical surroundings in her apartment. The soundtrack to the ad is provided by the Anderson .Paak track “‘Til It’s Over.”
As I wrote at the time of its release, what I love about the ad is its unabashed joyfulness, a feeling that sometimes can get lost in Apple’s chic minimalist ads.
Jonze has long been one of the most fun and creative directors working in advertising and music videos, dating back to classic as like the famous “Weapon of Choice” Fatboy Slim music video, starring a dancing Christopher Walken.
If you’re interested in finding out more about the making of the brilliant “Welcome Home” spot, you can check out a mini documentary about it here.
The more I think about it, the more this may be my favorite Apple ad of this century. What did you think of it? Let us know in the comments below.