Apple: Welcome Home by Spike Jonze
The lines between art and advertising are often crossed but in this concept for Apples Homepod, the line disappears completely. The advert is directed by Spike Jonze knew professionally as Spike Jonze (pronounced “Jones”), an American filmmaker, photographer, and actor, whose work includes music videos, commercials, film, and television. His previous notable work in commercials was for Kenzo
Memorability – 8 / 10
The visuals of this commercial might start slow, but very quickly bust into waves of color and creativity that becomes a feast for the eyes. This captivating display of color and choreography won’t let you forget it. When advertisers talk about doing something to stand out and make an impression, this is what they are talking about.
Effectiveness 8 / 10
The product is only seen for a split second towards the end of the clip, but that doesn’t mean it isn’t represented enough. This concept is very philosophical in nature. An art lovers dream, the clip shows us the feelings, notions, and desires a consumer will experience in the home and the ease to which this particular product will ease these demands. Apple is saying, “this is how living should be and here’s the tech that will help you achieve it”. But they do not say it with words, or any sense of clarity. Instead, the concept is represented by visuals and creative art alone. Does it make us want the Homepod? Maybe not directly. But this clip is bound to make a lot of people google the term out of pure curiosity.
Style – 9 / 10
An epic soundtrack and remarkable special effects make the commercial a delight to watch. You could view the clip over and over and never tire of its sheer beauty. Is beauty enough? Do we long for more? More information, more substance or perhaps even a far clearer understanding of what we are supposed to be falling in love with? A lot of marketers might suggest that this is too much “art” and not enough actual selling. Others will counter that argument by suggesting that direct selling is not as important when the content is this charming.
Heart or Humor – 9 / 10
For almost an inexplicable reason, the video has you adoring its very existence without it needing to actually tell you anything. It’s almost like the power of the brand is so strong, they’re allowed to create an advert that is so much more about entertainment than it is about actually showing you a device. This is a brilliant and very likable piece of filmmaking, the purpose here is to be loved, and it’s almost like the idea of having to sell something comes second. The prime aim is to show us something spectacular.
Execution – 9 / 10
It’s hard not to create a masterpiece with such a talent at the wheel. More art than commercialism, more entertaining than persuasive, this clip has been conceived to awe and inspire. It does that hands down. Will it sell Apple’s smart home device? It lets people know it exists. That’s usually enough for the world’s most beloved technology brand.
The ad lets people know Homepod exists.