Like that Apple HomePod commercial where FKA Twigs has her dull day transformed by Siri and the HomePod? Well if you dig the 1-minute spot, you might really love the 4-minute version — a short film by the renowned director Spike Jonze. Jonze was one of the pioneers of the music video as an art form, and partnered with a company as style-conscious as Apple, the results are pretty spectacular. We mean that literally, not just as praise. The wild imaginings Siri induces are truly a spectacle. And as an actress and dancer, British artist FKA Twigs is the perfect emotional conduit for the sort of transformation Apple is betting we all seek. It’s a sort of “Secret Life of Walter Mitty” on steroids.
Whereas the short version of the Apple HomePod ad — entitled “Welcome Home” — cuts to the chase, the stronger, longer version shows more of the daily slog dreariness Twigs is desperate to escape. In the 4-minute Jonze film, Twigs lingers longer in the rat race before her encounter with the HomePod and Siri deliver her from dullsville to delirium, and take her from exhausted to ecstatic. The effect is far more cathartic when given time to unfold. Here’s the 4-minute version of the ad: