That Spike Jonze's Welcome Home took top honors in Music is no surprise.
It’s been a good day for Apple, which today claimed top honors in two categories at the Cannes Lions: first in Music and then in Brand Experience & Activation.
Music: Welcome Home.
Brand Experience & Activation: Today at Apple.
My take: I raved about Welcome Home when it aired three months ago. The ad, directed by Spike Jonze and starring dancer FKA twigs, was a critical and YouTube hit (13.5 million views). Today at Apple is a less obvious candidate for Cannes, but Brand Experience & Activation is a tough category, and Apple nailed it. With 603,000 views and counting, it's a sleeper.