Apple has done some great marketing in the past but this new ad might be my favourite ad for anything since… well since the last time Spike Jonze directed an ad.
That’s singer and dancer FKA Twigs btw. I’m not familiar with her work otherwise but I’ll probably go looking after this. Spike Jonez has always had a strong aesthetic sense and he seems to have a fascination with movement that I really enjoy. I really dig the visual metaphor that that music and movement can expand your mental space.
I hope that Spike Jonze keeps making ads like this in addition to all the other stuff he does.
If we have to have ads in the world I really wish more of them would be like this.