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Apple Gets Sentimental for the Holidays

And now, an emotional holiday spot for Apple (which sources say is, yes, another TBWA\Media Arts Lab joint).

Entitled “Misunderstood,” the ad (which features Cat Power’s version of “Have Yourself a Merry Little Christmas”) follows an adolescent boy and his family through a series of holiday events. The boy always seems to be on his iPhone instead of engaging with the rest of the family, and that certainly seems to be the family’s assumption. At the end of the spot, however, it’s revealed that the whole time he was creating a holiday slideshow for his family.

The :90 effort is about as sentimental as you would expect a holiday ad from Apple to be, but benefits from the moment of relative surprise (okay, it’s not exactly a shocking moment) when the boy’s intentions are revealed. There have been plenty of holiday spots that have attempted to be funny or even controversial this year, but not all that many that go for good old-fashioned holiday sentimentality. So, even if it may be a bit overly emotional, this entry from the Cupertino, CA giant is not entirely unwelcome.

 

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