Apple's HomePod Mini turns Tierra Whack's frown upside down in brand's holiday ad

TBWA/Media Arts Lab tapped Calmatic to direct fantastical, spirited film

Published On
Nov 25, 2020

Editor's Pick

Apple’s holiday ads have included family affairs showing how kids' creativity helps to bring the family together and whimsical fare like the animated “Share Your Gifts,” about a woman and her mysterious work of art.

This year, the brand explores the uplifting power of music during the holidays in a fantastical spot from TBWA/Media Arts Lab promoting the Homepod Mini. 

Back in 2018, the brand debuted its Homepod smart speaker in a dazzling film directed by Spike Jonze and starring FKA Twigs as a down-and-out office worker, whose world opens up once the music from her device kicks in. The new holiday ad takes a similar approach, following rapper Tierra Whack as she walks the cold wintry streets, getting swallowed up by her serpentine scarf. Not until she arrives home do her spirits lift, with the help of her Homepod Mini as well as a Lilliputian, upbeat version of herself who convinces her to see the brighter side of life. 

Tierra Whack not only stars in the ad; she provides the music too, with two of her tracks, “Feel Good” and “Peppers and Onions.” Prettybird’s Calmatic, known for his comedic dazzlers like the video for Lil Nas X’s “Old Town Road” and his jubilant TurboTax Super Bowl spot, directed the film.