Apple needs to sell products and services during the holidays, but its major advertisement doesn't show much of what's offered. Instead, the Cupertino-based company wants to remind everyone that their ideas, no matter how unique, are something special and worth sharing.
In the ad, we meet Sofia. She's a young woman who's a creator at heart but far too shy to share anything. The more time that goes by, the more ideas that get stuffed into a box. Everything gets unleashed when her dog accidentally opens a window near the box, sending her ideas throughout the town and into unknown hands.
To her surprise, Sofia's ideas are met with warmth. An elderly couple appreciates what she's put together. Sofia hands over some more ideas, and then others in the town square are thumbing through them as well.
It's a heartwarming ad, and you don't even see many Apple products during the 3-minute duration. Only the MacBook gets highlighted. There isn't an iPhone, iPad, or set of AirPods in sight. That's the magic of getting a deeper message across.
As for the song in the background, Apple picked Billie Eilish's "Come Out and Play." The 16-year-old singer wrote and recorded it. Eilish and Finneas O'Connell used an iMac and an iPhone for the entire song, which you can see in a behind-the-scenes video as well.
'Share Your Gifts' also offers up an inside look. Apple created a physical set for the environment, and then all the characters and animations are computer-generated.