Apple is no stranger to more artistic, indirect forms of advertising content. If anything, the American manufacturer is an important factor in bringing alternative content, such as its iconic 1984 advertisement of the original Macintosh, among others, to the mainstream.
Along a similar vein, Apple has debuted a four minute long HomePod advertisement, titled 'Welcome Home' - out of which the device itself is seen for a grand total of around ten seconds.
But more important is the director behind the new advertisement: helming the production here is filmmaker extraordinaire, Spike Jonze, known for directing the quirky Being John Malkovich, and 2013's Her (which earned Jonze an Oscar for Best Screenplay), one of precious few films with a warm, optimistic outlook on humanity's future.
The advertisement itself is better described as a dance number, starring artist FKA Twigs jamming to Anderson .Paak's Til It's Over.
The entire sequence is yet another Spike Jonze tribute to duality, a concept prevalent in his older works like this rather indulgent ad he directed in 2016 for Kenzo, a perfume maker, and the famous music video he made for Fatboy Slim's Weapon of Choice, which features a dancing, acrobatic Christopher Walken.
In an industry filled with numbers-toting, features-spewing advertisements that are largely forgettable, the occasional memorable piece of marketing that sells a feeling makes for a breath of fresh air.
Source: Apple (YouTube)