Apple recruits Spike Jonze to welcome you home
by The One Centre
![](https://theonecentre.com/wp-content/uploads/2018/03/Afeature-Hero-1.jpg)
21
March, 2018
21st March 2018
Apple has emerged as a serious contender in the smart speaker market with the launch of ‘Welcome Home’, directed by Spike Jonze.
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Play video
On 5 March, Apple launched ‘Welcome Home’ – a four-minute music clip featuring British dancer and singer FKA Twigs, who brings the perfect mix of quirky and cute to its latest campaign.
After a tedious day at work, FKA Twigs arrives home, tired and gloomy, where she asks Siri to play her something she’d like. Siri obliges, and the dancer is soon swaying to the rhythms of a new Anderson .Paak track called Til It’s Over, which just so happens to be available exclusively on Apple Music.
As FKA Twigs becomes lost in the music, her apartment begins to morph in response to her movements – walls shift and slide, corridors appear from nowhere, and mirrors beckon. Her dance is unashamedly joyful – an emotion we rarely associate with Apple thanks to its stark, flawless minimalism – and the tone is perfect considering Apple wants us to think fondly of the HomePod as the ‘sound of home’.
![](https://theonecentre.com/wp-content/uploads/2018/03/AppleHomepod-LivingRoom.jpg)
![](https://theonecentre.com/wp-content/uploads/2018/03/AppleHomepod-Sofa01.jpg)
‘Welcome Home’ doesn’t showcase many HomePod features – the product itself stars only briefly. The clip is all about the emotive, transformative power of music, highlighting the HomePod’s best feature – its sound quality.
“’Welcome Home’ is Apple’s latest masterstroke of marketing.”
By securing exclusive rights to the Anderson .Paak track, Apple is also putting a positive spin on its biggest limitation (as a locked system, the HomePod only works with Apple software like Siri and Apple Music).
“’Welcome Home’ is an Apple Music ad in disguise”, writes The Verge, making it “one of Apple’s latest masterstrokes of marketing.”
![](https://theonecentre.com/wp-content/uploads/2018/03/AppleHomepod-Closeup02.jpg)
![](https://theonecentre.com/wp-content/uploads/2018/03/AppleHomepod-Twin04.jpg)
![](https://theonecentre.com/wp-content/uploads/2018/03/AppleHomepod-Dancing01.jpg)
Apple has a long history of hiring exceptional directors, most famously partnering with Ridley Scott to direct the iconic “1984” Macintosh commercial.
This partnership with Spike Jonze is proving a huge success. Jonze’s visuals are colourful and transfixing, and the film has already notched up almost 7.3 million views on YouTube.
Of course, in Australia, most people are still getting used to the idea of smart speakers. Google Home only launched six months ago, while Echo launched in February. The HomePod’s higher price tag ($349 versus $200 for Google Home) will turn some people away, but for Apple devotees, its exclusivity is part of its allure.
Apple has arrived late to the smart speaker market, and reviews have been mixed. Fortune described the HomePod as “the most disappointing Apple product” in years, yet TechCrunch says it’s “easily the best sounding mainstream smart speaker ever.”
Regardless of what the critics say, ‘Welcome Home’ feels like the perfect debut. With its beautifully surreal visuals and infectious joyousness, it’s the kind of content you can watch over and over.
![](https://theonecentre.com/wp-content/uploads/2018/03/AppleHomepod-Twin02.jpg)
![](https://theonecentre.com/wp-content/uploads/2018/03/AppleHomepod-Twin01.jpg)
Why It Matters
- Whereas Google and others are focussed on creating multi-purpose AI-driven devices, Apple is betting that the biggest, most relevant use for these devices is music, enhancing the conventional music speaker experience with interactivity. It’s a more natural and fertile positioning – not everyone wants an ever-present robot answering questions and turning their lights on.
- Apple is late to the smart speaker race, yet the popularity of ‘Welcome Home’ suggests you don’t always have to be first to market to succeed. Within two weeks of going on sale, the HomePod snared around 3% of the US market for smart speakers. This lags behind Echo’s 55% market share, and Google Home’s 23%, but it’s not a bad start.
- By making a music video, Apple is not only demonstrating the HomePod’s sound quality, but waging war on Spotify: if you’re hooked on Anderson .Paak’s new track, the only place to download it is on Apple Music.
- Jonze’s surreal visuals are also showcasing one of the smart speaker’s “killer features”, according to Cult of Mac, which claims the HomePod can restructure sound to fit different spaces.
![](https://theonecentre.com/wp-content/uploads/2018/03/AppleHomepod-Closeup01.jpg)
![](https://theonecentre.com/wp-content/uploads/2018/03/AppleHomepod-Pod.jpg)
Credits
Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup
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Retail
13/12
Target creates mini-musical spectacular for Christmas
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Transport
3/11
Nissan creates mobile workspace
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Lifestyle
13/10
Lincoln Motor Company taps Annie Leibovitz for campaign
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Products
30/09
Braun creates hypnotic installation for London Design Week
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Transport
22/09
BMW Films returns with an explosive short film
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Fashion
23/08
Adidas Republic of Sports launches in China
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Technology
21/08
Convert the world around you to Pantone with the new Pantone App
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Experiences
10/08
Moleskine opens a cafe for creatives
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Media & Entertainment
4/08
We're the Superhumans: Channel 4 returns with film series
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Fashion
27/07
Activewear brand Lululemon expands into beer
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Food & Beverage
6/07
Tiger Beer launches NYC pop-up store to showcase best of Asia
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Products
27/06
P&G rolls out strong film in ongoing Thank You, Mom campaign
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Products
23/06
Ikea launches brand collaborations
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Fashion
14/06
Adidas creates sustainable shoes made from ocean plastics
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Lifestyle
1/06
Google launches 360-degree interactive animated short film
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Food & Beverage
17/05
Coca-Cola makes music with W Hotels
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Finance
12/05
Save The Children returns with harrowing refugee film
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Fashion
19/04
COS creates "show-stopping" installation
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Fashion
16/03
Uniqlo aims for Utopia with flagship store relaunch
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Food & Beverage
11/03
McDonald's transforms Happy Meal toy into VR experience
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Technology
23/02
Samsung launches immersive brand experience store
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Media & Entertainment
28/01
Lo and Behold: Netscout launches branded film at Sundance Film Festival
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Fashion
30/09
Burberry teams with Apple to launch dedicated Music channel
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Technology
24/08
Apple Watch creates blooming installation at Selfridges
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Fashion
17/06
Nike targets women with luxury workout experience
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Art & Design
11/06
HSBC soars in stunning elevator film
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Hospitality
7/05
The Four Seasons Jet is the ultimate brand experience
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Fashion
30/03
Savage Beauty: Iconic Alexander McQueen honoured in exhibition
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Technology
19/03
Samsung film is a beautiful tribute to the power of technology
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Fashion
5/03
Converse creates global exhibition to celebrate iconic shoe
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Fashion
31/10
Leica and Moncler create Monumental exhibition
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Technology
8/09
Wind Mobile celebrates human connections
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Products
18/08
Lego targets architects with new product range
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Products
23/07
GE revives iconic Moon Boot to celebrate role
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Fashion
2/07
Nike's ‘Phenomenal’ World Cup experience
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Fashion
30/06
Louis Vuitton Museum: a new level of branded art
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Media & Entertainment
8/06
GQ to groom men with branded barbershop
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Transport
4/06
BMW's iconic Art Cars Project launches global tour
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Food & Beverage
27/05
Chipotle turns to literature in new project
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Food & Beverage
20/05
Cornetto spreads the love with film series
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Food & Beverage
9/04
Stella hits high note with Chalice Symphony
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Finance
25/03
NRMA opens Crashed Car Showroom
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Technology
24/03
Intel urges audiences to 'look inside' in film series
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Fashion
12/03
Net-A-Porter launches glossy print magazine
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Products
17/02
The Lego Movie hits cinemas worldwide
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Food & Beverage
15/01
Guinness creates short film 'The Sapeurs'
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Products
20/12
Dom Perignon and Jeff Koons create art
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Fashion
5/12
Patagonia film celebrates the stories we wear
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Food & Beverage
18/09
Chipotle wages war on Big Food
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Technology
21/08
AT&T's brutal new film to stop texting and driving
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Transport
14/08
BA tugs the heartstrings with Visit Mum film
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Transport
4/06
Leave the world behind with Volvo
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Technology
9/05
IBM & The World's Smallest Film
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Fashion
11/04
Burberry merges digital and physical worlds
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Lifestyle
17/12
Iconic landmark is on song with The Ship Song
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Media & Entertainment
24/11
Bond's Skyfall is ultimate branded entertainment
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Lifestyle
25/10
Red Bull goes Stratospheric
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Transport
7/09
Audi showcases the future in Spheres
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Technology
10/07
AT&T unveils transmedia experience Daybreak
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Products
30/06
Google experiments with art and science
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Technology
28/06
GE asks Australians for Two Words
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Food & Beverage
14/06
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