Apple HomePod Commercial Goes META w/ FKA Twigs & Anderson Paak.
FKA Twigs and Anderson Paak shape-shift our reality with their new Apple Homepod commercial. And it’s all over our social media feeds.
Director Spike Jonze begins with a glimpse of a bleak, exhaustively grey corporate world concluding for the day. Claustrophobia-inducing blocking creates a tunnel vision between us and our protagonist in a crowded train of faceless strangers. A bustling, rainy street no one wants to be on. A suffocating elevator that muffles her already-faint “Excuse me.” Calling FKA Twigs’ immersive performance mere acting almost feels like an insult. The serene silence illuminated by the first flick of her light switch warms the tone immediately. She punctuates the tension with, “Hey, Siri. Play me something I’d like.” Perfect pacing.
As the Anderson Paak’s ” ‘Til It’s Over” plays we feel the resolution crescendo with the music. Loosening up both our protagonist and the audience from what they thought was a serious-toned Apple Homepod commercial. As she begins to take life less seriously, so do we. The table and other rigid structures in her home that were built for her are now manipulated by her. She has become the master of her own universe. Shape-shifting everything that was flat from squares to hexagonal prisms. FKA Twigs takes it a step further by choreographing the light to dance with her.
She’s forced to look at herself in the mirror that she initially tries to ignore. As if offended by her own image. After changing all that’s around her, it’s now time to take a good look at herself. Confined by a mirror too small to frame her entirety. So she extends the mirror to see a bigger picture. All of who she is with space. Embraces herself. Literally stepping in and locking arms to dance herself through the darkness where this experience has allowed her to not only find herself. But to love herself. And in loving herself, letting go of the old version of who she was. Watch closely. It’s the new and improved version of herself that gets thrown on the couch. Renewed and uncolored–untainted by the pressures of the old, cluttered world. Her inner joy personified. Reborn. Inseminated by Apple’s HomePod that knew exactly how to bring out that side of herself. By simply playing what she likes.