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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.
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