There is So much going on in Apple’s latest HomePod advertisement I do not know where to begin. The eccentric four-minute adventure in music is accompanied with a dancing FKA twigs, along with a track from Anderson .Paak. This gift is backed up by way from Spike Jonze, renowned for plenty of off beat music videos such as Beastie Boys Sabotage, directing films Her and Being John Malkovich, or even a wonderful cologne ad. Whilst the directing and dancing is remarkable, it is the music which Apple has exclusively hailed which has me gripped. The YouTube and Television advertisements debuted and it is already amassed almost 5 million views on YouTube alone.

I have had it on repeat ever since. I’d typically fall a new song in a playlist on Spotify, but Anderson .Paak’s Til is Over is nowhere to be seen on the rival streaming music service just yet. That is not true for Apple Music, where one can stream the most recent single before your heart’s content. I have not cared about Drake or Chance the Rapper’s Apple Music exclusives in the past, but there is something about it latest Anderson .Paak track which gets my toes going like FKA twigs’. It is the very first time I have felt like I am lack of not having Apple Music subscription, and that’s precisely how Apple want me to sense. Which makes Apple’s HomePod ad a Apple Music ad in disguise, one of Apple’s newest masterstrokes of advertising.