Apple has always been very careful with ads. Although it may seem not, the intention of the Big Apple is twofold: on the one hand, to promote a product; on the other hand, convey an idea or a feeling. That is why your ads succeed. And year after year we see it.
On this occasion, the announcement "Welcome HomePod" directed by director Spike Jonze has been awarded the first prize at best ad of advertising excellence shared with "It's a Tide Ad" at the Independent Commercial Producers Association at the Museum of Modern art in New York.
This is how «Welcome HomePod» was made, award for the best advertisement
The “Welcome HomePod” ad stars artist FKA Twigs as a worker who comes home exhausted after a long day at work. Trust HomePod to cheer you on, and when the music starts, your home becomes an explosion of color and joy. The technical requirements to produce this ad are incredible, and so we can see it in the making off published in this link. If you haven't seen it, this is your chance:
The music that plays throughout the 4 minute announcement is Til It's Over Anderson Park, who participated to some extent in the recording of the commercial. In the behind-the-scenes video we can see the technical complexity and the number of teams that worked to create it: special effects, creatives, choreographers, etc. In addition, we can also see what they are some of the tricks that get ads as spectacular as «Welcome HomePod».
This ad, different from what Apple has accustomed us to, is the exception that confirms the rule that advertising is important, much more so in a sector as competitive as the one in which play the big Apple.