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Apple highlights holiday ad on homepage
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MacNN Staff
Join Date: Jul 2012
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Dec 19, 2013, 12:06 AM
 
Apple has posted its holiday-themed new commercial, "Misunderstood," to the front page of its website, replacing the tribute to Nelson Mandela that had graced its landing page. The site shows off both the TV ad and the original "Harris Family Holiday" video which the company has since verified was shot entirely on an iPhone 5s. Apple has received nearly universal acclaim for the touching holiday ad, and the change completes the company's site-wide redecoration for the holiday season.



December is in fact filled with commemorative holidays and observances for both the Christian and other religions, with Wednesday marked as a traditional feast day honoring various saints for Eastern Orthodox Christians, as well as Irish, French and other adherents of the Roman Catholic Church. It is also a traditional "feast day" for Pagans observing Saturnalia.

Apple has traditionally "decorated" its site for the holiday season, particularly in its "Store" section which features suggestions for gift-giving, delivery deadlines, free engraving offers and last-minute ideas such as digital iTunes gift cards. On Tuesday, Apple activated gifting for e-books bought from its iBookstore for the first time, completing the ability of buyers to gift music, apps and media to others.

The "Misunderstood" commercial, a 90-second holiday story, shows a teenager who appears to be buried in his iPhone and not fully participating in the family's holiday. Ultimately, he reveals that he has actually been filming and editing the celebrations to commemorate the time together, showing his movie using AirPlay on the family's HDTV to their surprise and delight. Combined with a slow version of the song "Have Yourself a Merry Little Chirstmas," the ad is effective and moving, bringing some viewers to tears and winning wide acclaim.





     
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Dec 19, 2013, 03:01 PM
 
I saw the broadcast version of the ad yesterday and I was stunned. Brilliant heart warming and reflective of what the holiday means for family. Hitting on so many subtle cues from childhood moments such as snow angels, topping the tree and other fragments of the season with only the subtlest of placement of product. Kudos! and Thank you Apple - for making great products - and for truly understanding what is important to us.
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