It’s too bad that Apple’s “Misunderstood” commercial probably won’t end up being replayed every single year, the way the spots touting Hershey Kisses and M&M’s do. It was the best commercial of this holiday season, and it looks like Apple spent lots of time looking at Google’s advertising handiwork.
The ad features a seemingly self-absorbed kid spending the holidays messing with his phone, only to reveal that he’s been carefully crafting a video memory for everyone. The message is self-serving: that technology which isolates us actually brings us together. But it’s well done, and who doesn’t have some nostalgia for big family get-togethers?
Best of all, without a word of dialogue, it tells a story. You know this family loves and cherishes each other. From the joy of the first greeting to the ice skating and sledding to the grandmother’s wistful tears on Christmas morning, they enjoy each other’s company. They’ll treasure the memories when they look back on this video. And, of course, Apple hopes you’ll look at it and remember the idealized Christmases of your youth, tugging at your heartstrings the way “A Christmas Story” reminds you of that toy you wanted. Niagara Falls, Frankie Angel.