In March, Apple ran a new commercial for HomePod, entitled Welcome to Home (Welcome Home).
The video, directed by Spike Jonze of the film “Ela” starring the British singer FKA Twigs, took home the award for excellence in advertising during the award of the Association of Independent Commercial Producers (AICP), as announced on the website Ad Age.
In the commercial, FKA Twigs is a secretary who is noticeably tired of work and routine. When she gets home, she asks Siri to play music that she might like, through HomePod. While the track “‘ Til It’s Over ” of the singer Anderson .Paak plays, Twigs dances and daydreams around the house expanding walls and objects, in a clear allusion to move away from reality for a moment.
In addition to Jonze, the production members include big names like the cinematographer Hoyte Van Hoytema, who received an Oscar nomination for his work in "Dunkirk"by Christopher Nolan. We also already show a video of the production of the commercial in style behind the cameras, revealing how the sets were set up and how it was work between Jonze and Twigs.
The AICP award took place yesterday (6/14), at the Museum of Modern Art in New York.