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Apple’s new Christmas commercial will melt your heart

- December 17th, 2013

Apple has found a way to combine teenagers’ iPhone addictions and the Christmas spirit in their new holiday-themed commercial.

The ad starts off with a family, including one pout-sporting, apathetic teenager, arriving at a relative’s house for the Yuletide season.

Throughout the commercial, the teen reluctantly participates in the different family activities but always returns his attention to his iPhone, appearing completely bored with the festivities.

It may sound like a typical Apple commercial, with everyone focused on their phones or tablets, barely engaging anyone else in the room, but the surprise ending is what truly brings out a smile.

What do you think of the video? Too over the top or just the right amount of sentimentality?

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23 comments

  1. Justin D | December 17, 2013 at 6:39 pm

    I think it’s a bit over the top. Happy holidays Apple

  2. Greg Gazin | December 17, 2013 at 7:24 pm

    It appears to be filmed in Edmonton. One of my friends recognized a house in her neighbourhood.

  3. Rick | December 18, 2013 at 9:00 am

    I was just wondering if it would melt the hearts of underage workers in apples sweatshop factories in Asia? Just wondering.

  4. sandy s | December 18, 2013 at 10:41 am

    What a bunch of scrooges. It was a lovely commercial, that shows what is the most important thing in this life, and that is your family and the people you love and love you back.

  5. zip | December 18, 2013 at 10:51 am

    Yes, because all the people who have their heads down on their smartphones are secretly creating loving videos to share with their family.

    I don’t know about you but most people I know how are heads down on their phone 99% are on FB and taking pictures of food for instagram. This ad is pure emotional crap which thinly shows the Airplay functionality (which can be done on most other phones).

    Also, some of those shots cannot have been taken by him due to the angle/height and anyone taking video in portrait mode should be reprimanded (also makes me wonder how the video shows up in landscape mode when he was filming in portrait mode?)

    But hey, it’s an Apple commercial so… Pixie Magic!

  6. ZekeMyers | December 18, 2013 at 10:54 am

    Obviously a couple of posters don’t have teenagers OR handheld devices.

    If my son did this, I’d react pretty much the same as those in the scene.

  7. Tubs | December 18, 2013 at 11:16 am

    OMG – stop over analysing!!!! Face value – kid was actually enjoying himself even though it didn’t appear as though he was.

  8. JennyB | December 18, 2013 at 11:59 am

    Oh Apple, you’re sooo creative! NOT!

  9. happy | December 18, 2013 at 12:29 pm

    Great,,,,,,,,,,,, and to all the dumb, negative people , hope you don’t even get coal under the tree. give yourself a break, from everything negative in your thoughts…………..

  10. Jac | December 18, 2013 at 12:30 pm

    This is it ! Amazing how North American families are somehow the same ! Je suis du Québec and this is also our sons, our plays in the snow… our little girls and boys.. ..Grandmas and Grandpas…. all gathered for this unique family rdv… Apple is aware of how its toys change a bit our tradition !… . my son stick also for too long to his IPhone and i’m dreaming of such a result would come out this… i guess i better buy lotery tickets ! … in any way this is more to tell us w’re all Brothers and Sisters ! Joyeux Noël à tous !

  11. Max | December 18, 2013 at 12:56 pm

    One of the most heart warming emotional, yet simple ads I have ever seen. Good job.

  12. Silvercloak | December 18, 2013 at 1:01 pm

    If his family is so great and heartwarming, why isn’t he getting involved with them? At best, this kid is an anthropologist. What a horrible commercial. I’d rather my son be involved with my family than video taping them throughout the holiday.

  13. BARTLEY | December 18, 2013 at 2:47 pm

    The ad is obviously aimed at parents that Apple wants to buy the technology. It gives parents a reason to fool themselves into buying their teens more phones, iPads, etc. After all, they COULD be doing such a wonderful thing when their heads are stuck in their phones all day. Yeah, right. :)

  14. JOE | December 18, 2013 at 2:57 pm

    *BARF!!!*

  15. ZekeMyers | December 18, 2013 at 3:02 pm

    To SilverCloak…he managed to use the time to express how he feels about his family in a way that didn’t come from “Gifts-R-Us”. Instead of heading to the mall, he gave this entire family something that shows he WAY paying attention to them.

    Honestly, some people have obviously forgotten what it was like to be a teenager!!

  16. IRISH TIGRESS | December 18, 2013 at 6:22 pm

    I am not an Apple user, and likely never will be, but this ad brought me to the verge of tears. I think Apple did an excellent job in their ad. Please people, try not to be so negative and hard-hearted. It’s an ad. It did it’s job and made people feel happy and warmed with the images. Merry Christmas to everyone…..even the Scrooges out there! :) <3

  17. Zach Swan | December 18, 2013 at 8:14 pm

    @Silver cloak – because he’s an introvert. Read up on it. For some people it is exhausting to spend all their time with people, rah rah, big hugs.

  18. Mike Mack | December 22, 2013 at 11:41 am

    I am a huge fan of Apple. I think they nailed this commercial and many people can relate to it. :)

  19. Carl | December 22, 2013 at 12:48 pm

    People lighten up. It’s a commercial. It was a well done, emotionally sensitive tribute to the endearing family spirit that Christmas brings out in each of us.

  20. Paul E. Giroux | December 22, 2013 at 9:25 pm

    To all the naysayers …. it’s a tv commercial, get over it. I would guess they are also the ones who are still sporting a Blackberry and hoping for Santa, sorry someone to put a Surface tablet under the tree. As a Canadian living in Florida it brought back good “snowy” memories. Merry Christmas everyone

  21. kmw15 | January 1, 2014 at 10:16 am

    One of the best commercials ever! I did cry and yes I watch it many times. I am an Apple user and love their products. Many families would love to have a young man like him in the video-he does have heart and it shows, you just have to be able to read. Thank you.

  22. Sean | January 6, 2014 at 12:44 am

    When I click the play button it just says “This video is private.” Am I missing something here? Is it a huge secret? Was it an ad for a limited time only, and now I’m just too late?

    No video, no story. And no need for a blog post about a video that isn’t.

  23. Greg Gazin | January 6, 2014 at 3:43 pm

    Sean, thanks for catching this. It appears that the original video is no longer available. Please note that the original post was put up on Dec 17th. However, I did notice that someone else had uploaded it on youtube if you would still like to see it: http://www.youtube.com/watch?v=nhwhnEe7CjE Happy New Year.

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