Apple unveiled a new ad for HomePod on March 5 called “Welcome Home,” which is directed by Oscar-winning screenwriter and renowned film and music video director Spike Jonze and stars British singer-dancer FKA twigs. In the ad, twigs enters her drab, dimly-lit apartment after riding in a crowded subway train and walking in the rain. She’s presumably had a long day and appears to be a little glum. Everything changes, though, after she approaches her HomePod and beckons Siri to “play me something I’d like.”
Siri delivers a hypnotic new Anderson .Paak single called “’Til It’s Over.” Twigs slides her water glass along the coffee table before snapping into a sensational, choreographed dance sequence in which her gloomy apartment gradually morphs into a chic loft. Dazzling colors pop and the walls stretch and expand in a sort of psychedelic, shape-shifting “Matrix”-influenced way.
Twigs twirls, leaps and dances through her exciting, reality-bending world and appears to control lights and sound with a simple wave of her hands. She even dances with herself via a reflection in the mirror, then appears to climb “inside” the space and dance with her doppelganger side-by-side.
FKA twigs is one in a large lineup of music artists who have been featured in Apple product ads which includes Taylor Swift, Eminem, Drake and more. Catch a look at the full “Welcome Home” ad by Apple in the video embedded above.
Anderson .Paak’s collaboration with Ab-Soul and James Blake, “Bloody Waters,” is featured on the chart-topping “Blank Panther” movie soundtrack. Paak teamed with Apple to debut “Till It’s Over” in the HomePod ad. The single could be included in .Paak’s upcoming new album. A release date for the record is still TBD.