A Grand Prix in the Cannes Entertainment awards went to “Welcome Home,” a long-form ad for the HomePod created by Spike Jonze. The goal of the “Lions” is to reward education or advertising excellent enough to qualify as art..
Watch the brilliant 5-minute ad below:
“Music is at the core, the complex film craft is undeniable and the brand is at the centre of the work in a very unique way,” said Jury President Debbi Vandeven, global chief creative officer of VML, in a statement
“Welcome Home” stars FKA Twigs as a downtrodden office worker escaping her 9-to-5 world through the transformative effects of music. The featured song is Anderson Paak’s “‘Til It’s Over.”
This isn’t the first award for Spike Jonze’s creation. It recently won a top prize at the Association of Independent Commercial Producers Show at the Museum of Modern Art in New York.
If only the HomePod was as good the advertising for it.
.@Apple_Cupertino wins the Brand Experience & Activation Grand Prix for their work’TODAY AT APPLE’
Congratulations! @APPLE #CannesLions pic.twitter.com/sxIlEIS7BH
— Cannes Lions (@Cannes_Lions) June 20, 2018
“Today at Apple” wins Cannes Lion too
Another Cannes Grand Prix winner was “Today at Apple,” a array of dozens of training sessions at all the company’s retail stores. The category was Brand Experience and Activation.
“This work is so important and a great example of how brands really play a meaningful role in people’s lives – that can last forever,” said Jury president Rob Reilly, global creative chairman for McCann Worldgroup.
When “Today at Apple” launched last year, Angela Ahrendts, Apple’s Retail SVP, said “We’re creating a modern-day town square, where everyone is welcome in a space where the best of Apple comes together to connect with one another, discover a new passion, or take their skill to the next level. We think it will be a fun and enlightening experience for everyone who joins.”