Apple and TBWA\Media Arts Lab have had a long run of ads with glowing reviews from both audiences and industry peers. All great things have to hit a wall eventually in popular culture. Apple’s 2021 holiday commercial hasn’t thrilled so far:
The two-and-a-half minute spot features rapper, Tierra Whack, and promotes Apple’s new HomePod mini and full-sized HomePod. It follows one of Apple’s long-running trends, the idea that music can improve your mood, but unlike previous spots, has not met glowing reviews.
The spot is full of visual gimmicks, not quite as remarkable as in previous editions but still part of the Apple ad heritage. The story is a little flat and, dare I say, more than a little clunky. (Those teeth?!)