Spike Jonze puts his indelible directing mark on a new film for Apple, promoting its HomePod music system, starring the British dancer/singer FKA Twigs.
The film begins with Twigs commuting home on a dark, rainy night, obviously feeling low (or at least having had a bad day at work). She opens the door of her apartment and, her voice almost breaking with vulnerability, asks Siri to play something she'd like. As the music (the brand new Anderson .Paak track "Til It's Over") plays, she at first sits staring into her drink, but then is suddenly pulled into a gloriously choreographed dance. Her apartment walls expand into a riot of color, and she steps into a kind of inner tunnel where she meets, and dances with, her mirror image.
If this is Apple's next shot over to Alexa, and, perhaps, to Sonos, it's a good one. It's the best commercial from Jonze since Kenzo, in which actress Margaret Qualley seemed like a woman possessed as she broke out into a fevered dance routine.
On FKA Twigs' part, this isn't her only high-profile tie-up with a major brand. Last year, she directed and starred in a powerful Nike ad, taking on a persona quite different from her Apple outing.