The 10 best Apple ads of 2018 [Year in Review]

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Year in Review Best Apple ads 2018

Image: Killian Bell/Cult of Mac

Cult of Mac Year in Review 2018: best Apple ads of 2018 The past 12 months have been one of the busiest ever for Apple’s video team.

Apple churned out more than 120 ads and other videos in 2018, unleashing some of its most memorable commercials in years.

After hours of watching all of Apple’s 2018 ads, we rounded up the 10 absolute best, some of which you probably haven’t even seen yet. Get ready to relive all the good times!

Apple caps off ‘amazing’ year with more advertising honors

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2019 Creative Marketer of the Year
Spike Jonze created Apple's most celebrated ad of 2018.
Photo: Apple

Apple marketing set an even higher bar in the advertising industry this year and is closing out 2018 with three commercials in Adweek’s Top 25 Best Ads of the Year.

Adweek listed “Welcome Home,” Apple’s HomePod ad directed by Spike Jonze, as second-best. Nike’s “Believe in Something. Even If it Means Sacrificing Everything” was the top ad, featuring polarizing quarterback Colin Kaepernick.

Spike Jonze’s stunning HomePod ad dances away with more awards

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2019 Creative Marketer of the Year
Spike Jonze created Apple's most celebrated ad of 2018.
Photo: Apple

“Welcome Home,” a television commercial for the Apple HomePod directed by Spike Jonze, welcomed another slew of advertising awards today.

Apple took home two first-place honors in the prestigious shots Awards. It won three other first-place shots for Best Director (Jonze), Editing house of the Year (Final Cut of Los Angeles) and Production Company of the Year (MJZ of Los Angeles).

Spike Jonze’s brilliant HomePod ad wins major advertising award

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2019 Creative Marketer of the Year
Spike Jonze created one of Apple's all-time great ads.
Photo: Apple

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.

How Spike Jonze created that brilliant HomePod ad

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HomePod
Mini-documentary sheds light on one of Apple's best ads in years.
Photo: Apple

A new video reveals the creative process behind Spike Jonze’s brilliant short film “Welcome Home,” which paints the HomePod as a miracle device.

Not just one of the best Apple ads in ages, it’s one of the best adverts anywhere. The HomePod commercial stars English singer FKA twigs as a city dweller whose drab apartment is transformed into a colorful wonderland by an Apple smart speaker.

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.

Scarlett Johansson Feels ‘Betrayed’ By Backstabbing Siri

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Her

In Spike Jonze’s latest film, Her, Joaquin Phoenix plays a man who falls in love with a Siri-like “digital assistant,” the titular Her, played by Scarlett Johansson.

But there’s no love lost between the two. If you ask Siri about ‘Her’, she’ll claim that Johansson’s “portrayal of an intelligent agent is beyond artificial” and “gives artificial intelligence a bad name.”

Looks like Scarlett Johansson caught wind, and now, her feelings are hurt by Siri’s harsh words.

Siri’s Sweet Voice Threatens Rude Moviegoers With Humiliation

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O
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Siri has a dark side. Try to send a text in a movie theater, and you might feel the life-destroying wrath of Apple’s perky AI helper.

That’s the message delivered in a new PSA-style video that’s the Alamo Drafthouse‘s latest salvo in the war on rude moviegoers. The creative clip, which will be shown ahead of screenings of Spike Jonze’s Her at the indie tastemaker’s theaters, uses the voice of Siri to send an anti-texting message.

Siri Gets Catty If You Confuse Her With Scarlett Johansson

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In Spike Jonze’s latest film, Her, a mustachioed Joaquin Phoenix plays a man who falls in love with a Siri-like “digital assistant,” Her, played by Scarlett Johansson.

You’d think Siri would appreciate having a movie made about her, but instead, kitty’s got claws when it comes to her filmic counterpart: thanks to Apple’s cheeky and surprisingly timely programmers, if you ask Siri “Are you her?” she will respond: “No. Her portrayal of an intelligent agent is beyond artificial”, “No. You know that it’s just a movie, right?” and “No. In my opinion, she gives artifical intelligence a bad name.”