“Apple’s ‘The Song’ holiday ad has managed to pretty universally tug heartstrings, in keeping with its usual practices for this time of year, but the product story contained therein is one of a creative workflow that involves most of Apple’s current product lineup,” Darrell Etherington reports for TechCrunch.
“A new behind-the-scenes video the company has just published shows that Apple’s cutting edge tech was paired with some very early recording gadget antiquities to come up with the ad’s movie magic,” Etherington reports.
Read more in the full article here.
MacDailyNews Note: Apple’s finished 90-second spot:
Related article:
Apple debuts new Christmas ad: ‘The Song’ – December 15, 2014
Apple needs to return to Chiat/Day, which produced their cerebral, memorable advertising of the past. This current crop of Capra crap is putting me into insulin shock.
First, not everything Chat/Day did was cerebral or memorable.
Second, this ad is simply outstanding! It’s touching, heartwarming, extremely memorable, and the products are front and center without being overt. This is the antithesis of the “lasers and robots” approach.
Apple’s products are much more than a collection of silicon, glass, aluminum, and software. Apple products touch our lives in ways some of us don’t even realize. Apple products make life better. 1984 it may not be, but this ad masterfully tells the right story at the right time.
Apple – The Farm
A tow-headed farmboy pleads in a sunny meadow to Alan Ladd as he drives off in his Tesla, “Come back, Shane! Timmy needs you at Infinite Loop, come back, Shane!” But, the Tesla disappears over the horizon. Downcast with tear-streaked cheeks, our farmboy walks dejectedly away, his mom holding his ruined iPad in her trembling hands, blemished with the bullet hole from Jack Palance’s .45. “Oh, Ma, he’s gone…we won’t ever see Shane again.” They embrace. [fade to logo]
Hey, Botvinnik,
Go back to your Android Pals – your continual Apple bashing is really tiresome.
This is a beautiful piece e of advertising!
Major hats off to apple and the creators!
Great ad.
When my wife saw it she came into my office and said, “why does Apple insist on make me cry every year”.
I’m not ashamed to say my wife and I had the same reaction. Both of us.
Undoubtedly the “Song” ad was inspired by the work of film director Frank Capra. Wartime patriotism, democratic ideals, and human values may seem to have gone out of style, but that’s an illusion fostered by hypervocal cynics. In fact, ads like these have drawn much appreciation from a lot of people. A similar “tear-jerker” ad, Apple’s “Misunderstood,” won an Emmy last August. This one might win next time.
bah! It’s goo and you know it…”1984″, “Here’s To The Crazy Ones”, “Mac vs PC”, “The iPad Pencil” THAT’S great advertising. Winning an Emmy is hardly evidence of excellence.
you probably like flowers, the laughter of children and music too.
okay, okay Glenda…every fscking Christmas I steel myself up, I say “this year is gonna be different, it ain’t gettin’ to me this year. I know it’s coming, I can’t stop it, that goddamned soldier comes in and toasts,
“To my brother, the richest man in town.”
Then Capra cuts to Jimmy Stewart’s reaction and I turn into the fscking Trevi Fountain EVERY GODDAMNED YEAR. You happy now?
Never gets old, does it? Glad you’re man enough to admit it! 🙂 And Trevi — that’s another one that makes us sentimental fools teary-eyed: Three Coins in the Fountain. — Which one will the fountain bless?
I remain your humble servant, Mikhail M Botvinnik…and Merry Christmas.
Really cool. Especially when going thru my parents records and finding a 1942 recording of my mom at age 12 playing a piano and singing Christmas songs.
She told me it was her grandparents that had a Victoria home version of this and whenever they visited them she would ask to record something.
These being cut on a Victoria means they had to be played on one or a record player with a 78 needle.
Quite the jaw dropper when I played some of this from my iPod for family at the next get together.
Victrola, bonehead, not Victoria.
Dam spell check. I typed victrola. Didn’t catch that it changed it.