Friday, July 13, 2018

[星芒] 2017 Apple Homepod #Welcome Home


下班時刻,面容疲憊的上班族女性(創作歌手FKA twigs,以下簡稱F),在人潮壅塞的車廂內,搭著地鐵正要返家。出了地鐵外頭正下著大雨,她穿越每一個向她迎面而來的背影,彷彿在一群順勢游來的魚群逆向而去。她急著回家。

到這裡為止,畫面的整體色彩設計黯淡,每一幕,都只有F的臉龐可以清楚被辨識,其他人若非背對鏡頭、被物件所遮,就是失焦。所有設計都在呼應著她疲累的身心,並召喚觀眾感同身受的情緒。



直到進入家中,點亮了燈,色彩才趨於溫暖。她逐一解下身上的背包、雜物,彷彿脫下重擔。然後她說出了整支廣告唯一的台詞:「Hey Siri, play something I’d like.」放些我喜歡的歌來聽聽,但這話多少讓人聯想她是不是過了相當糟的一天;在這天當中沒有一件事是她喜歡的。


Siri播放了Anderson .Paak的〈’Til It’s Over〉*,F倒了一杯冰水放鬆地坐仰沙發,閉眼聆聽,慢慢搖擺身體。這時,當歌曲進入第二段主歌,神奇的事情開始發生,屋內的結構、家具隨著F的舞步開始縮放、變化,隨著F的舞蹈而伸縮、放大,甚至騰出更大的魔幻空間。值得注意的是,在F隨著音樂所挪動、創造出來的空間,都配置著光亮燈源與繽紛色彩,對比開頭趨暗的畫面調配。




F持續在創造出來的躍動色彩中舞蹈,其肢體動作變得大膽。舞蹈、光源、音樂節奏,完美配合成一場表演。直到在空間的終點,她遇見了一面鏡子。


在這裡,這支廣告設定了一個轉折。也就是當F原興高采烈跳著舞,彷彿卸下一日不愉快的枷鎖,卻忽然照見鏡中的自己,旋即面露落寞,甚至宛如控制手機螢幕般,試圖揮去鏡面。觀眾很難曉得她內心究竟於此時經歷了些什麼。然而,我們或許可以猜測,如果前面的橋段暗示了F過了糟糕的一天,再大膽一點,大許她不愛她的工作,且想必她的工作絕非一位舞者,而她或許曾夢想過成為一名舞者?這麼想來,也許可以明白這支廣告腳本中的張力。 雖然F大力揮去照映出現實中自我的鏡面,但最終她仍正面迎對,並進入鏡中世界。宛如魔幻寫實般,她在鏡中世界遇見了與自己一模一樣的自己。那個自己鼓勵著她,一起共舞,舞步更加膽大。




如果那是一個她曾經夢想過、卻遺棄的她,那麼我們或許可將之視為Apple所想傳遞的訊息:儘管現實中的生活不如人願,回到家中,妳還是可以藉由Homepod享受愉快的夜晚與自我。像一場美麗但值得經歷的夢。



這是一支,針對25-35歲,面臨自我質問的上班族所設計的廣告。無論從腳本的設計到選角,都是精準的機關安排。敘述了一段上班族從煩躁而不如人願的時刻中脫身,回到舒適溫暖的家中的故事。選角則特別邀請創作歌手FKA twigs演出,她代表的是某種品味與態度,——而這道理就與購買諸如BMW、Benz來凸顯地位的財產一樣,有些品牌,販賣的則是品味。

會佇足觀賞這支廣告,並為之吸引的,很難否認,掏錢買賣的,就是你所以為、它(Apple)所建造的風格與品味。

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補充:

影片選曲為Anderson .Paak的〈’Til It’s Over〉,歌名呼應結束了疲憊的一天,歌詞則描述美好的夜晚,卻又失落地認為,這樣的夜晚永遠不會到來。很有雙關意味。

詞/曲:Brandon Paak Anderson


We stayed up all night watching the comedy show
That aged whiskey and hydro
Good lord, what a nice conversation
I'm too floored to get anywhere safely
You know I talk about you highly
I'm fascinated for the time being
We can laugh until the morning
Or we can dance in the hallway
Only one more night in Los Angeles
I really thought I could handle it
But the funny thing is, I was holding back tears
I didn't think this day would happen
I give all this up for a chance at it
You would have thought I'd be the man for this
But the funny thing is, we can never stay here
I didn't think this day could happen

I'ma ride it 'til it's over
I'ma ride it 'til it's over
I'ma ride it 'til it's over
I'ma ride it 'til it's over

I'ma ride, I'ma ride
Ride
I'ma ride it 'til it's over
I'ma ride, I'ma ride
I'ma ride, I'ma ride

And don't all this new music sound the same?
Yeah, we must be getting old and grey
We left early, girl, that bed was shitty anyway
We went home and left our clothes up in the living space, aye
Would you stay if your heart had the power?
Would you run and find another life to imitate?
It's important that we make the best of short time
You could never be my one and only, anyway
Say, can't a young man dream?
Can't we all live the life on a widescreen?
What's the point? Yeah
Yeah, we had fun, if only for the time being

I'ma ride it 'til it's over
I'ma ride it 'til it's over
I'ma ride it 'til it's over
I'ma ride it 'til it's over

I'ma ride, I'ma ride
Ride
I'ma ride it 'til it's over
I'ma ride, I'ma ride

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