Apple has rolled out an ad film just ahead of the Christmas break. The heart warming film has been conceptualised by TBWA/Media Arts Lab.
The film, in typical Apple fashion, shares the simple story of a granddaughter, gifting her grandmother a song for Christmas.
The film begins with the young girl going through a stack of old vinyl tracks. She finds the one she is looking for, along with a few black and white picture.
She plays the vinyl and smiles as she looks down at the pictures, one of which is that of her grandmother when she was young. The voice of her young grandmother is heard wishing happy holidays to someone called Raymond, before she begins to sing for him as they could not be together.
As the young grandmother starts to sing, we see shots of the young girl listening to the track in various locations and on various Apple products. She listens to the track as she sits at home, emulating the song on a guitar and piano and singing it as she walks with her bike.
The film fades out as it cuts to a new day, where we see the grandmother walk into the kitchen with her coffee in hand. Her walk is interrupted as she sees an Ipod on the table with a message that reads, ‘a duet, press play’.
As she sits down, she is surprised to hear her own voice on the track and the black and white pictures from earlier in the film. Emotional, she continues to listen to the song and go through the pictures as seems to be reminiscing about the past.
The film ends with the words, “Happy Holidays” flash across the screen followed by the Apple logo.
Creative agency: TBWA/Media Arts Lab