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Monday December 15, 2014 4:45 am

Apple’s Holiday Ad Tugs at the Heartstrings (Again)


Posted by Andru Edwards - Categories:


Apple is flexing its marketing muscles again this season with a new holiday ad called "The Song."

The 90-second TV spot highlights Cupertino's top products—the iPhone, MacBook, and iPad—in action as a teenager gives her grandmother the gift of nostalgia.

While sifting through what is presumably a two-generation-old stack of records, the girl happens upon a voice-o-graph recording her grandmother, Valerie, made for her grandfather, Raymond, more than 60 years ago.

Once the needle hits the 45rpm vinyl, an amateur version of "Love Is Here to Stay" crackles through the speakers. It's clear the granddaughter has had a stroke of brilliance, because the next moment, she's already copying the original recording to her MacBook Air.

There is a quick glimpse of Garage Band before she starts jamming out to her own version of the song with a guitar, piano, and even a pair of chopsticks.

While on the go, the girl bobs her head in time with her grandmother's voice flowing through what is presumably an iPhone 6 and 6 Plus.

<iframe width="740" height="416" src="//www.youtube.com/embed/WRsPnzcZ1VY?rel=0" frameborder="0" allowfullscreen></iframe>

In the end, she surprises Valerie with an updated version of the 1930s jazz standard, accompanied by photos of her once-young grandparents, and, of course, tears.

"With a Mac, iPhone or iPad, you have the power to create thoughtful, emotional gifts and memories that transcend time," Apple's video description said. "It could be a movie, a homemade card or a song that brings generations closer together."

Only a month after launching its next-gen iPhones, Cupertino in October revealed the iPad Air 2 and iPad mini 3iPad mini 3—available in silver, gray, or gold, and starting at $399 for the 16GB Wi-Fi version. The updated slate comes with a Touch ID fingerprint scanner and support for the Apple Pay mobile payment system (though only within apps).

Apple offered up a similarly sentimental holiday ad last year.


Stephanie Mlot

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