Director Calmatic embraces the ‘magic of mini’ for Apple HomePod Mini spot with a subtle nod to the lockdown experience
As brands figure out how to navigate a very unusual holiday season, Apple has decided to embrace surreal humour and magical silliness in its festive spot for its HomePod Mini speaker.
In some ways the ad is a spiritual successor to the Spike Jonze-directed Welcome Home, featuring FKA Twigs. Indeed, it features a highly talented female artist returning to her apartment from the cold, wintery streets – as soon as she closes the door she finds that her home has transformed into a space of pure self-expression.
This time, though, director Calmatic has upped the fun factor by allowing rapper Tierra Whack to embrace her silly side as she dances and plays with a tiny version of herself, who may be mini but has a big personality.
It’s a campaign that subtly nods to Covid-19 and lockdown without wallowing in it. For one thing, Tierra Whack went viral in March with her own track and video all about being trapped under quarantine, called Stuck. That DIY video saw the artist don a wig and milk bottle glasses for a satirical depiction of her own lockdown experience. More broadly, the Apple spot also explores the idea of being home, alone, and learning to have fun with oneself - as the fun progresses, Tierra Whack's hair is loosed from a tightly-styled ponytail and her outfit becomes more playful and vibrant.
Director Calmatic, who is represented by Prettybird, is no stranger to highly stylish comedy, having directed the video for Lil Nas X’s Old Town Road.