Roger Fingas
Apple on Wednesday uploaded its annual Christmas TV ad to YouTube, which this year stars singers Stevie Wonder and Andra Day.
The pair perform Wonder's "Someday at Christmas," a song from 1967 rallying against war, poverty, inequality, and hunger. At the very beginning of the ad, Wonder — who has been blind since infancy — can be seen mixing music on a MacBook by way of VoiceOver.
Apple has been running Christmas commercials since the early 1980s. Like many businesses, the company takes a more sentimental tone during the holidays, aiming to enhance its overall brand image.
While Apple's ads typically concentrate on a specific product or service, the latest one largely ignores overt references. It may however be a way of further associating Apple with music in a bid to attract Apple Music subscribers.
Last year the company's 2013 holiday ad, "Misunderstood," won a Creative Arts Emmy as the most "Outstanding Commercial." That spot featured a boy seemingly ignoring his family in favor of an iPhone, only to reveal that he was preparing a special video for them.
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21 Comments
just the last 2 sec of the video personally connected to me 'love, apple', which it had modern furniture and well lit room for beginners. :-/
Such a beautiful song performed by two marvelous voices. Thank you
Very nice video!
It's almost not an ad but a greeting card from Apple. Nice.
barely a product in sight. a beautiful song. and love, Apple. it's perfect.