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Watch: Spike Jonze creates a surreal alternative reality in a new Apple HomePod advertisement

No, it’s not a music video for Anderson .Paak or FKA Twigs.


Spike Jonze has a penchant for combining the surreal with dance and music to serve up striking films. Joining the Oscar-winning director’s showreel of unusual advertisements and music videos is a new short film (above) that is a psychedelic amalgamation of the two.

To be sure, the short film may seem like a music video for Anderson .Paak’s new single Til It’s Over. But actually it’s a clever advertisement for Apple’s HomePod, implying that the home assistant is capable of turning your life into an alternative reality existence straight out of something like Inception. That’s a lofty promise, but Jonze’s artful direction, combined with singer-dancer FKA Twigs’s dynamic prowess and dance skills, will have you convinced.

This advertisement seems to continue from where Jonze left off with earlier ad films he has made, such as those for Kenzo perfume (below) or Adidas (bottom).

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When did we start parenting our parents?

As our parents grow older, our ‘adulting’ skills are tested like never before.

From answering every homework question to killing every monster under the bed, from soothing every wound with care to crushing anxiety by just the sound of their voice - parents understandably seemed like invincible, know-it-all superheroes all our childhood. It’s no wonder then that reality hits all of a sudden, the first time a parent falls and suffers a slip disc, or wears a thick pair of spectacles to read a restaurant menu - our parents are growing old, and older. It’s a slow process as our parents turn from superheroes to...human.

And just as slow to evolve are the dynamics of our relationship with them. Once upon a time, a peck on the cheek was a frequent ritual. As were handmade birthday cards every year from the artistically inclined, or declaring parents as ‘My Hero’ in school essays. Every parent-child duo could boast of an affectionate ritual - movie nights, cooking Sundays, reading favourite books together etc. The changed dynamic is indeed the most visible in the way we express our affection.

The affection is now expressed in more mature, more subtle ways - ways that mimics that of our own parents’ a lot. When did we start parenting our parents? Was it the first time we offered to foot the electricity bill, or drove them to the doctor, or dragged them along on a much-needed morning walk? Little did we know those innocent acts were but a start of a gradual role reversal.

In adulthood, children’s affection for their parents takes on a sense of responsibility. It includes everything from teaching them how to use smartphones effectively and contributing to family finances to tracking doctor’s appointments and ensuring medicine compliance. Worry and concern, though evidence of love, tend to largely replace old-fashioned patterns of affection between parents and children as the latter grow up.

It’s something that can be easily rectified, though. Start at the simplest - the old-fashioned peck on the cheek. When was the last time you gave your mom or dad a peck on the cheek like a spontaneous five-year-old - for no reason at all? Young parents can take their own children’s behaviour available as inspiration.

As young parents come to understand the responsibilities associated with caring for their parents, they also come to realise that they wouldn’t want their children to go through the same challenges. Creating a safe and secure environment for your family can help you strike a balance between the loving child in you and the caring, responsible adult that you are. A good life insurance plan can help families deal with unforeseen health crises by providing protection against financial loss. Having assurance of a measure of financial security for family can help ease financial tensions considerably, leaving you to focus on being a caring, affectionate child. Moreover,you can eliminate some of the worry for your children when they grow up – as the video below shows.


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This article was produced by the Scroll marketing team on behalf of SBI Life and not by the Scroll editorial team.