Advertising used to be simple. You put up some billboards, took a few ads out in newspapers and magazines, and ran some 30-second commercials. In today’s modern world of shortened attention spans though companies have to find new and creative ways to reach customers, but that often results in lame, forced attempts at “going viral.” However Apple has found a way to get us to watch their new four-minute commercial on repeat by giving us something we’ve always loved, because they let Spike Jonze make an awesome music video.
Jonzewho —directed some of our all-time favorite music videos, like Fatboy Slim‘s “Weapon of Choice” starring Christopher Walker, Weezer‘s “Buddy Holly,” and The Beastie Boys‘ “Sabotage” just to name a few—turned what could have been a normal ad for Apple’s new HomePod into a visually gorgeous video. It features singer-songwriter and dancer FKA Twigs as an exhausted worker bee who gets transported from her small apartment into a sprawling land of color and possibilities while listening to the new song “Til It’s Over” by Anderson .Paak.
Not only was that a great music video from Spike Jonze, who uses dancing better than anyone else, visually it also felt like an homage to another great director, Michel Gondry. We were sad when she returned to the couch, we wanted to stay in that world longer.
So yeah, advertising might have been easier in the past, but that doesn’t mean it has to be hard now. Instead of making a commercial just let Spike Jonze make a music video instead. We’ll always watch those.
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Featured Image: Apple
