The Story Behind Apple’s ‘Welcome Home,’ a Joyous Metaphor for the Impact of Music

The ad's creative team shares its journey from concept to Cannes Grand Prix winner

Video: John Tejada; Editor: Nick Gardner
Headshot of David Griner

CANNES, France—It’s one of the most visually complex ads ever created, a perfectly choreographed adventure that’s half Alice in Wonderland, half Wrinkle in Time.

But Apple’s “Welcome Home” spot for the HomePod began, as all great ads do, with a simple, concise thought.

“We started talking about how great music makes a space feel bigger,” says Robbin Ingvarsson, one of the two TBWA\Media Arts Lab creatives who developed the concept. “And then we said, ‘What if it would actually expand a place as a person dances throughout a home?'”

Soon this premise was in the hands of Spike Jonze, one of the most highly demanded directors in Hollywood and advertising alike, and under his guidance, “Welcome Home” became a soaring, lovely and unprecedented representation of music’s impact on the soul.

At this year’s Cannes Lions, “Welcome Home” was a roundly beloved hit, scoring the Grand Prix in Music, a gold Lion in Film and another gold in Film Craft.

Adweek caught up with Ingvarsson and creative partner Kako Mendez at Cannes shortly after they’d learned of their Grand Prix, one of the ad industry’s highest possible recognitions.

In the video above, the associate creative directors describe the process of how they developed the idea for “Welcome Home,” why Jonze was the perfect fit and how it feels to see the work honored on the global stage.

You can revisit the full spot, and the behind-the-scenes footage of its creation, below:

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."