Adam Kos Apple's Christmas ad is an iconic affair. In it, Apple unleashes its imagination, bringing unique animations, elaborate and moving stories. This year's act is different. Although impressive to the eye, it completely lacks the magic of Christmas, as well as any Christmas atmosphere. At the same time, it focuses on AirPods.
In 2016, a commercial showed Frankenstein's monster and how he celebrates the holidays. Already in the summer of 2017, there was a lot of dancing and, apart from iPhones, AirPods were also presented for the first time (by the way, the current one is very similar in theme to this spot). In addition, the Sway commercial was filmed in the Czech Republic. The year 2018 introduced many of us to the future superstar Billie Eilish, who accompanied the animated commercial with her singing. In 2019, we saw one of the most emotional ads focused on the iPad. In 2020, Apple again presented the AirPods Pro in conjunction with the HomePod. Last year, we saw a short film about a snowman, when the entire advertisement was shot on an iPhone. You can see this series of Christmas ads <a href="https://cdn.shopify.com/s/files/1/1932/8043/files/200721_ODSTOUPENI_BEZ_UDANI_DUVODU__EN.pdf?v=1595428404" data-gt-href-en="https://en.notsofunnyany.com/">here</a>.
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This year, Apple released the Share the Joy ad again focusing on music and AirPods. In it, the central duo walks through the city, dancing to a song titled Puff by Bhavi & Bizarrap, and everything they touch turns into snow. Filming took place in Buenos Aires, Argentina, and for that reason alone it is evident that the Christmas atmosphere is not only being experienced on the European continent. The effects of the objects turning into snow are nice, but the ad doesn't capture any of the magic of Christmas.
Out of reality
I definitely don't intend to put similar music in my ears, or even share it with someone, and walk the streets while dancing. When we tried to save the snowman last year, when the kids made a commemorative video on the iPad, it was cute and it worked. It showed togetherness and that the holidays are more than just a wild dance ending with a jump off a bridge!
Last year's Savin Simon commercial by father and son - Jason and Ivan Reitman:
Apple can do ads, even the current one is visually pleasing, but it could have been released in January with the idea that people would buy AirPods with money from loved ones and not to play music in their ears at Christmas instead of chatting with family and friends . It's clear that the company doesn't need to graduate from iPhones, since the iPhone 14 Pro models won't be out until Christmas, that iPads are suffering from declining sales and advertising for them could be ineffective, but an Apple Watch like this could appeal to many more than an exploding cock on someone's hat hombre de la calle.
Yes, the ad is not targeted at the Czech Republic, because we really won't see it on television here. Even so, the company's past Christmas spots had a clear idea, vision and message. I'm missing this year, and besides, it's actually just recycling past ideas. The only thing I take from it is that I'm not supposed to jump off a bridge onto trucks, and after repeated viewings, I'm left with the aftertaste of why did the dog survive when we didn't see the rooster anywhere else?
