Apple's 2014 holiday ad 'The Song' showcases the human side of its ecosystem

Once again this year, Apple is celebrating the holiday season with a 90-second, unconventional television spot showcasing how its products can be used to create thoughtful gifts that can strengthen relationships with others.

The new ad, called "The Song," shows a younger woman using her Apple devices to record a duet with an old recording her grandmother made for her grandfather. The ad shows her using a MacBook, and iPhone and an iPad over some time to perfect the holiday gift.

The grandmother listens to her present Christmas morning saved on an iPad mini 3. As she is brought to tears by the composition, the granddaughter watches with a smile from a distance.

"With a Mac, iPhone or iPad you have the power to create thoughtful, emotional gifts and memories that transcend time," the ad's description reads. "It could be a movie, a homemade card or a song that brings two generations closer together."

Apple's short film for the 2014 holiday is the second straight year that the company has made a longer advertisement telling a singular story for the Christmas season. Last year's creation, "Misunderstood," featured a boy staring at his iPhone during a family gathering, only to eventually reveal he had been editing together a movie to show to everyone.

The 2013 ad won a Creative Arts Emmy for "Outstanding Commercial." Over the years, Apple's ads have earned a reputation for being at times emotional, funny, eye catching, and most of all iconic, ranging from the heralded "1984" Super Bowl spot to the "Get a Mac" campaign that featured physical embodiments of a Mac and a Windows PC.

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66 Comments

benjamin frost

said about 9 years ago

Bah humbug.

Although you refer to it as a Christmas ad in the article, Apple simply says 'Happy Holidays' at the end of the ad; there is no mention of Christmas. This is the face of the new Tim Cook-led, politically correct, bland 'Think Nothing' Apple.

The ad itself? Boring and obscure. Apple are obviously trying to tailor their ads to black and white stereotypical groups; hence the recent raucous ad geared towards the thug audience, and this one geared to the old biddies. Once upon a time, Apple made ads that had universal appeal, like the great iPod ones.

What differentiates Apple from anyone else in this ad? There is nothing to suggest that you couldn't achieve anything the woman in the ad does with a PC or Android device.

The one positive is that the music reminds me slightly of the first MacBook Air envelope ad 'You're a new soul'.

I enjoyed 'Misunderstood' last year; it made you think, and had more tension. This one, however, fails to achieve an impact.

MEMO TO APPLE: BIN YOUR IN-HOUSE AD TEAM.

Grumble over.

feynman

said about 9 years ago

Quote:

Originally Posted by Benjamin Frost

Bah humbug.

What differentiates Apple from anyone else in this ad? There is nothing to suggest that you couldn't achieve anything the woman in the ad does with a PC or Android device.

The one positive is that the music reminds me slightly of the first MacBook Air envelope ad 'You're a new soul'.

I enjoyed 'Misunderstood' last year; it made you think, and had more tension. This fails to achieve an impact.

MEMO TO APPLE: BIN YOUR IN-HOUSE AD TEAM.

Grumble over.

I could not disagree more.

The usage of Apple products were very subtle and the ad itself was very emotional and human. Pulling strings is the best way to peoples hearts and well, wallets. I think it was a beautiful ad.

jkichline

said about 9 years ago

Quote:

Originally Posted by Benjamin Frost

What differentiates Apple from anyone else in this ad? There is nothing to suggest that you couldn't achieve anything the woman in the ad does with a PC or Android device.

Good luck trying to do anything music-related on an Android device. Android doesn't have key features like MIDI or real-time audio processing. The most simultaneous tracks top-end Android can handle are 8, the same as the original iPad. The iPad Air 2 can handle 24 tracks. That's 24 simultaneous, processed audio tracks in real-time...

wembly

said about 9 years ago

This is gorgeous. This was really nice. There's not much more to say. It's a lovely thoughtful ad that doesn't shove the product in your face.

benjamin frost

said about 9 years ago

[quote name="jkichline" url="/t/183904/apples-2014-holiday-ad-the-song-showcases-the-human-side-of-its-ecosystem#post_2651563"][QUOTE name="Benjamin Frost" url="/t/183904/apples-2014-holiday-ad-the-song-showcases-the-human-side-of-its-ecosystem#post_2651558"] What differentiates Apple from anyone else in this ad? There is nothing to suggest that you couldn't achieve anything the woman in the ad does with a PC or Android device. [/QUOTE] Good luck trying to do anything music-related on an Android device. Android doesn't have key features like MIDI or real-time audio processing. The most simultaneous tracks top-end Android can handle are 8, the same as the original iPad. The iPad Air 2 can handle 24 tracks. That's 24 simultaneous, processed audio tracks in real-time... [/quote] Sure, but this ad doesn't tell us that.