Spike Jonze’s brilliant ad for Apple’s HomePod wins major advertising award

“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,” Luke Dormehl reports for Cult of Mac.

“The awards were handed out on Thursday night,” Dormehl reports. “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.”

Apple’s ” ad is titled ‘Welcome Home,’ and stars FKA Twigs as a downtrodden office worker who experiences the transformative effects of music when her HomePod sets about changing the physical surroundings in her apartment,”Dormehl reports. “The soundtrack to the ad is provided by the Anderson .Paak track ‘Til It’s Over.’

Read more in the full article here.

MacDailyNews Take: Congrats, Apple, Jonze, FKA Twigs, and everyone involved!

This look inside Spike Jonze’s Apple HomePod ad is as fascinating as the film itself – March 22, 2018
Apple debuts new HomePod short film directed by Spike Jonze and starring FKA twigs – March 6, 2018
Apple HomePod hits 3 percent in U.S. market share – February 22, 2018


  1. Yes, it’s an incredibly effective and pertinent ad for those living in one room apartments the size of the average household foyer. Hopefully the people this ad targeted live in rent controlled buildings or they would never be able to afford a HomePod (also it’s good the ad is ridiculously long for a commercial because they can’t afford cable after buying HomePod either, So they’ll need to watch something.)

    1. gave me what I “needed.” I thought it was “nifty” then, but not enduring. A stressed woman finds some needed relief from the HP and the room creates a visual that supposedly expands the experience. Next.
      Where’s the depth, nuance, catalyst to think beyond what’s seen? It’s strength is “nifty-ness.”

  2. I think the ad probably won on the basis of execution of a concept. People can argue about the effectiveness of the concept, but production-wise, the concept was exceptionally produced. Loved the Tide commercials.

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