Her is a futuristic film is set in a world where people form emotional connections with their virtual assistants, and Apple chose the director of this Oscar-nominated film to direct their latest HomePod advert.
https://www.youtube.com/watch?v=305ryPvU6A8
The film Her follows the life of a lonely individual who’s unfulfilled life and desperate situation forces him to turn to his virtual assistant for much needed communication and intimacy. Similarly, in the latest HomePod advert, the protagonist arrives home deflated, exhausted and downtrodden. She turns to Sisi to play her “something I’d like” and her world is transformed. Her flat grows and morphs, the space expands as she dances and she is filled with inspiration and a new found excitement for life.
However, Siri barely features in the advert at all, the focus is more on the visuals and the advert has left many underwhelmed. Others are also claiming it places a greater focus on the HomePod’s limitations, as it has already been criticised as a device that can do little more than play music. The advert has also been called nothing more than an advertisement for Anderson .Paak’s new single Til It’s Over.
Spike Jonze reportedly wanted to create a surreal alternative reality. Combining surreal dance and music is not new to the director and it does work. It works to show that the HomePod can transform your life, however, whether it does achieve that is up for debate.
