Apple has launched its 2013 holiday campaign starring a “misunderstood” teenager who prefers to regress into his iPhone 5s rather than spend time with his family during the holiday season.
With “Have Yourself A Merry Little Christmas” playing in the background, the boy’s eyes are locked onto his screen while his family goes about traditional holiday activities like making snow angels, going shopping, setting up the tree, opening presents and building a snowman. His family watches him sadly as he seemingly misses out on all the holiday fun of being with loved ones.
Of course, this is a happy commercial, designed to tickle your sentimentality. He’s not “misunderstood” for being a socially reclusive teenager, but rather he is “misunderstood” for simply capturing the holiday season with the power of his iPhone 5s. He reveals the video to his family after a happy morning in front of the tree.
Check out the ad, which we’ve embedded above.