Apple strikes a sentimental chord again with new TV ad for the holidays

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The star of Apple's new ad for the holidays. Photo: Apple
The star of Apple's new ad for the holidays. Photo: Apple

Apple is back with a new tearjerker of a Christmas ad, entitled “The Song.” Like last year’s Emmy-winning TV spot for the holidays, the company has chosen to showcase how its products make people feel, rather than what they do.

This time around, a young musician uses Garageband on her Mac to make a song for her grandmother. Expect to start seeing this on TV quite a bit over the next couple of weeks.

While still touching, the ad lacks the clever storyline and same level of cultural relevance as “Misunderstood,” last year’s holiday ad. It’s certainly not bad, but it didn’t resonate with me the first time like last year’s storyline did. You can’t really beat the introverted young boy surprising his whole family with a home video shot on his iPhone.

This ad will probably do well, but it will be interesting to see if Apple gets another Emmy nod.