It's hard to think of Apple ads without thinking about music.
Whether it was the iPod's "Silhouettes" campaign or the addictive tracks from hit ads like "Welcome Home" and "Bounce," the brand has long been known for its masterful curation of music from both established artists and the next generation of stars.
The first time I'd ever heard the name Billie Eilish was when she wrote the custom track for Apple's 2018 holiday ad, "Share Your Gifts." I'm not saying Apple made her a star, as she was already well on her way, but the brand and agency TBWA\Media Arts Lab certainly deserve credit for spotting someone about to break out on the global stage.
So who is the musician at the heart of this year's Apple holiday ad?
It's Tierra Whack, a multitalented rapper/poet/songwriter who has been creating music for years but has been skyrocketing over the past two years thanks to collaborations with everyone from Beyoncé to Lil Yachty.
The Apple spot is essentially a video for not one but two of her tracks, spliced together effortlessly into a fun vignette that illustrates the potent new HomePod Mini as a miniature version of Whack.
While the spot isn't as visually ambitious as the Spike Jonze-directed "Welcome Home," which it certainly bears thematic similarities to, it's got an infectious energy that I personally think is more effective than work like last year's holiday ad about three generations of family bonding over creations on an iPad.
Give it a watch and see what you think! And rest assured that if you hadn't heard about Tierra Whack before this, you'll certainly be hearing her name many more times in the future.
What are your favorite Apple holiday ads? Let me know at the email below or at @Griner on Twitter.
Wishing you and your family a safe, warm and reflective Thanksgiving,
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
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