I’ll admit it. I’m a sucker for sappy Christmas-themed ads.
And Apple’s latest TV spot is exactly that.
It’s a 90-second syrupy-sweet homage to all things nostalgic about the holidays, complete with powdered snow, ugly sweaters, teary-eyed grandparents and a haunting rendition of “Have Yourself a Merry Little Christmas” that sounds as though it is being sung by Cat Power.
As usual, Apple ties its products in with the theme rather well. Watch as an apparently disaffected teenager shoots a bunch of video of his family with the iPhone that is always in his hands, and plays it back synced to the Apple TV. It’s loaded with saccharine, for sure, but it’s an ad that manages to do what so many Internet companies aim for: It makes the technology move to the background while highlighting the more poignant moments we have interacting with the products.