Apple’s Christmas advert tells the emotional story of a daughter and father with hearing loss.
It was one of the latest brands to launch its Christmas advert, but Apple has already launched its Christmas campaign. And it does so, of course, with a mix of emotion and product benefits, in this case, the Airpods Pro 2.
And if there is one thing that distinguishes Apple, it is its desire to create products that improve the well-being of its consumers. In its most complete headphones, it has added the “Hearing Aid” function that allows for increased hearing capacity. Thanks to this, the protagonist lives an exciting Christmas morning.
“Heartstrings” is the title of Apple’s Christmas advert, made by the agency TBWA\Media Arts Lab, which is also being released on the occasion of the International Day of Persons with Disabilities, which is celebrated on December 3.
The piece places us in a typical Christmas scene, when it is time to open the presents on the morning of December 25. The scene shows us how a father, who lives with hearing loss, sees his daughter opening a gift, which is a guitar. Excited, she immediately begins to play the chords of the song “Our House” by Crosby, Stills, Nash & Young.
It is then that the father begins to remember all the milestones that the little girl has achieved, from when she started walking until now. But these memories are heard intermittently, simulating the father’s disability. In the end, and thanks to the “Hearing Aid” technology, the memories begin to be heard clearly.
Apple’s Christmas ad intelligently manipulates the frequency and volumes, so that the modulations vary as the ad progresses. An impeccable sound design by Oscar-winning Paul N. J. Ottosson that culminates at the end of the spot.
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