They say Christmas is a time for miracles. And not to overstate it, but Apple picked a good time to deliver one of its own—a lovely holiday ad to finish out what’s generally been a tough year for its marketing team.
We won’t spoil the plot—just watch below.
In contrast to some Apple ads this year, this one is quietly soulful, doesn’t say too much, and has a very strong idea at its core and a payoff that’s delightful. (You may or may not actually weep, though several of the characters in the spot have that covered, just in case.)
The title of the ad is “Misunderstood.” And Apple can surely relate to that. Though its stock price hit a 52-week high this month, the company has seemed uncertain in its marketing at times this year, and critics wonder when it will introduce another hit product—four years after the iPad’s launch.
But like its protagonist, Apple seems to be saying, the company means well—and will come through for you in the end. We’ll see if that’s true in 2014.