14 DAY TRIAL // For the second year in a row, Apple has released a heartwarming short film focusing on family values and the role played by iPhones and iPads in our day-to-day lives. With Christmas just around the corner, the clip is sure to strike a chord with the masses.
Apple says, “With a Mac, iPhone or iPad you have the power to create thoughtful, emotional gifts and memories that transcend time. It could be a movie, a homemade card or a song that brings two generations closer together.”
“The song”
Featuring a young woman and her grandmother, the ad begins with the former sifting through old records. Among the vinyls there’s an actual recording of grandma singing. She’d made it for her husband, the young woman’s granddad. The protagonist instantly thinks up a priceless gift for her grandma – to retouch that recording and add instrumentals. The woman, who is apparently a musician, uses her Mac and her iPhone to accomplish that feat, working late into the night.
When morning comes, grandma walks into the kitchen to find an iPad mini with a sign that says, “A duet. Press play.” So she does that. The rest is something that you need to see with your own eyes.
Despite running for just one minute and 30 seconds, we can well consider this a short film. The clip is an extended version of your typical Apple ad, which generally runs for no more than 30 seconds.
Holiday spirit
Apple loves to get our holiday spirit going on with surprises like these, something evidenced by the consistency of the two such ads we’ve seen so far.
Last year’s short movie, which reportedly nabbed an Emmy for “Outstanding Commercial,” was titled “Misunderstood.” The ad begins with what appeared to be a misunderstood kid traveling with his family to see the grandparents on Christmas day. Instead of spending time with his loved ones, he seems to prefer the confines of his iPhone’s display. It is quickly revealed that the kid wasn’t dysfunctional at all, but rather too concentrated editing an awesome video on his iPhone for the entire family to enjoy.
If we were to compare the two, we’d say this year’s ad is twice as emotional. While Apple’s ads have been hit and miss as of late, the Christmas spirit has remained strong with the Cupertino giant. Watch the new ad below and hit play on the second video as well to see last year’s masterpiece.
