Apple Releases New Holiday Ad 'The Song'

[thirteen1031]

Have shown commercial to friends, this is their response...

Have shown the commercial to several people now. They've all:
(1) Gotten teary eyed.
(2) Have ended up humming the song.
(3) Have said one of the following: "I miss my mom/dad," "I miss my grandma/granddad," "I need to call my mom/dad now..." "I need to call my grandma/grandpa.." or they've hugged their kids.

I understand that it might not be doing anything for many of the people here, but if it's doing only a little of the above for the millions who will be seeing it this holiday season, then it's a hands-down winner. No other commercial on any other technology out there is going to stick in people's minds like this one.

 

[laurim]

Hopefully they will dump the obnoxious Timberlake commercials.

a) I like them. And having a couple of the most popular people in media do them is quite a coup. (yeah, I know you are too cool to like them).They should have Colbert do some (too bad he's locked up with pistachios).
b) It's funny you don't like the commercials that DO illustrate different special functions about the products, which is what some people are complaining is missing from the commercial being discussed.

Guess you can't please everybody, huh? Good thing Apple does a combination of feel-good and functional advertising.

 

[jozeppy26]

I liked last years with the teenage kid making the iMovie of his family on his iPhone better

Me too! I didn't tear up at all for this year's commercial, but if I watch last year's right now... Different story. I have absolutely no clue why.

 

[MIDI_EVIL]

I think this will be a little obscure for anyone who has yet to own a Mac, iPad or iPhone to understand. Apple devices seem to allow a little more creatively, and don't tend to 'get in the way' of the process.

Before my first Mac, a PowerBook G4, I wasn't particularly prolific with computers. I was creative, and found Windows PC's tended to hinder this. My Mac got me through University and still continues to work with me and not against me whenever I have a creative project.

What I'm trying to say is, I 'get' this advert. Apple devices inspire and encourage creativity.

 

[jouster]

didn't do anything for me. I actually wondered what it was trying to say about the apple hardware.

Yeah, you're right. Should've concentrated on things like RAM and core speed. Stuff that really resonates with the average consumer.

 

[rmsanger]

My first thought was Ella Fitzgerald already rocked the hell outta this song so why and try to make it the told lady's knockoff version. I get it if it was her material but just because me and some young scrub sing a duet of deano or frank doesn't mean anything special.

Pass....

 

[Cod3rror]

Where does she get all the money to buy all that expensive Apple hardware when she just slouches at home doing nothing?

 

[Xiroteus]

Yeah, you're right. Should've concentrated on things like RAM and core speed. Stuff that really resonates with the average consumer.

I like specs and all that geek stuff however that's what research is for and exactly what I do with everything. Yet I know for an ad most people just need to know what they can do with any given device vs inforation that doesn't mean much. A short ad will never be enough for all that tech speak anyway.

Where does she get all the money to buy all that expensive Apple hardware when she just slouches at home doing nothing?

Weekend off.

 

[Keirasplace]

My first thought was Ella Fitzgerald already rocked the hell outta this song so why and try to make it the told lady's knockoff version. I get it if it was her material but just because me and some young scrub sing a duet of deano or frank doesn't mean anything special.

Pass....

The song is way older than Ella most known versions, it is from 1937 and a standard that's been sung and recorded hundreds of times. Her best known versions are from the songbooks in the late 1950s.

I don't really like Ella's voice and the very traditional arrangements she's often known from 1956 on, for me there are 10 better versions in existence at least. The Early Ella sounded much different, warmer and more raw, but still she's not the epitome of what I seek in a singer.

There are some Ella output I do like. Her Louis Armstrong collaborations are great, as well as when she sings with small ensemble with no string (like with Dizzy Gillepsie on "Oh Lady Be Good").

For "Love is Here to Stay" for example, Blossom Dearie and many live Sarah Vaughan versions are much much better in my book. Not as technical and warmer.

 

[nietzsche]

Have shown the commercial to several people now. They've all:
(1) Gotten teary eyed.
(2) Have ended up humming the song.
(3) Have said one of the following: "I miss my mom/dad," "I miss my grandma/granddad," "I need to call my mom/dad now..." "I need to call my grandma/grandpa.." or they've hugged their kids.

I understand that it might not be doing anything for many of the people here, but if it's doing only a little of the above for the millions who will be seeing it this holiday season, then it's a hands-down winner. No other commercial on any other technology out there is going to stick in people's minds like this one.

Yes! I absolutely agree! What else do we really have but our connections with those who matter in our lives? Or put another way, our love for those who matter in our lives?

I found this spot powerful because it gets to the essence of what love is: selflessly creating the causes and conditions for happiness in others.

Apple not only seems to understand this, but wholeheartedly approves of (and possibly even wants to encourage) it's technology being used in just this way.

 

[pondhopper]

Beautiful and Human

I really like how they used an older woman, and a younger girl of "ethnic" variety, traditionally those who you never see using computers, and make a positive statement on how the power of anyone with an idea can make and create a beautiful tribute to family.
Not so long ago, these tools and technology would have been only available in the hands of folks who owned recording studios.
rocks!

 

[pondhopper]

Dreadful. Since Steve's passing Apple ads have gone from brilliantly cool to sentimental crap.

Actually, if you examine the history of Apple ads, during TOS (time of Steve), you will find both insanely great, brilliantly cool and sentimental ads.

 

[thirteen1031]

Where does she get all the money to buy all that expensive Apple hardware when she just slouches at home doing nothing?

She makes money as a DJ spinning vinyl albums on old stereo equipment at a very popular and exceedingly hip club. Which is why you see her walking home at night and staying up late, because she's used to odd hours. She does this part time and, the rest of the time, goes to college, on scholarship (which she got because she was such a brilliant and hard-working student in high school). She's studying to be a sound engineer. Her aim is to find new ways to help the hearing impaired and also to make enough money that she can care of her mother and grandmother.

The club owner actually passed onto her his used, refurbished Macbook Air. She bought the iPad with her own hard-earned money and a student discount, and her mother was gifted an iPod by her employer a few years ago and she passed it onto her daughter. Said daughter is "doing nothing" in the ad because school is currently out for the holidays.

Speaking of which, what work do you do during your vacations? And if someone saw you during a vacation, taking it easy or working on a personal project and said you were "doing nothing"--implication being that you hadn't a job and were lazy...how would you feel about that? Would you appreciate that assumption? If not, why make it about someone you don't know and aren't getting a complete picture of?

So that's her full story, back ground, and how she got all that hardware. Does that make you feel better about her? Or do you still need someone who seems to be economically disadvantaged to not have such hardware because it's a "luxury" and the poor don't deserve luxuries?

 

[jaison13]

didn't do anything for me. I actually wondered what it was trying to say about the apple hardware.

it was a christmas ad it wasn't really about product. it's called subtlety. you saw it was done with apple products, that's all it needed.

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Where does she get all the money to buy all that expensive Apple hardware when she just slouches at home doing nothing?

racist!! bet you would not have posted this if she was white!!!

 

[laurim]

Actually, if you examine the history of Apple ads, during TOS (time of Steve), you will find both insanely great, brilliantly cool and sentimental ads.

+1. Remind me again, did the iconic 1984 ad talk about RAM and processor speed?

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I really like how they used an older woman, and a younger girl of "ethnic" variety, traditionally those who you never see using computers, and make a positive statement on how the power of anyone with an idea can make and create a beautiful tribute to family.
Not so long ago, these tools and technology would have been only available in the hands of folks who owned recording studios.
rocks!

I used my Mac to make a looping slideshow of pictures for my father's funeral. My family loved seeing the pictures from his life and it gave people something happier to talk about. Sure, a Windows machine could have done it, too, but the Mac made it so easy to put it together and hook it up to the tv at the funeral home. When my niece got married they used Macs during the reception and party. Apple products make it easier for regular people to express their love for the people in their lives. That's the message of this commercial.

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My first thought was Ella Fitzgerald already rocked the hell outta this song so why and try to make it the told lady's knockoff version. I get it if it was her material but just because me and some young scrub sing a duet of deano or frank doesn't mean anything special.

Pass....

Apparently, the storyline of the ad completely went over your head. It's disturbing how many young people with dead souls there are nowadays. I don't know how parents teach empathy and feelings to their kids but apparently they aren't for some. At least this ad shows there ARE young people who have feelings still.

 

[2IS]

Apparently, the storyline of the ad completely went over your head. It's disturbing how many young people with dead souls there are nowadays. I don't know how parents teach empathy and feelings to their kids but apparently they aren't for some. At least this ad shows there ARE young people who have feelings still.

You do realize these are actors right? And that no one actually does this? I know I know, and ADF (Apple Defense Force) recruit will come on here and give an example of how he did it, just like they're giving examples of how all their friends started sobbing like schoolgirls after seeing the commercial, both of which are BS of course.

 

[laurim]

You do realize these are actors right? And that no one actually does this? I know I know, and ADF (Apple Defense Force) recruit will come on here and give an example of how he did it, just like they're giving examples of how all their friends started sobbing like schoolgirls after seeing the commercial, both of which are BS of course.

What do you mean no one actually does this? Did you read my post about making a slideshow of pictures for my dad's funeral? Just because you don't care enough about anyone to make an effort to create something nice for them doesn't mean other people don't. Like I said, too many dead souls here.

 

[2IS]

What do you mean no one actually does this? Did you read my post about making a slideshow of pictures for my dad's funeral? Just because you don't care enough about anyone to make an effort to create something nice for them doesn't mean other people don't. Like I said, too many dead souls here.

Sorry about your dad, but what you did and what was done in the commercial isn't the same thing. If you can make that distinction "what I mean" is pretty simple.

 

[laurim]

Sorry about your dad, but what you did and what was done in the commercial isn't the same thing. If you can make that distinction "what I mean" is pretty simple.

So are you saying what the girl in the ad did was so hard that no one could actually do it? People make music and movies on their computers constantly. HELLO, YouTube, Vimeo, Podcasts, etc. etc. I really don't understand what you are trying to say. Obviously, you can't know how many people make special gifts on a computer for someone they care about so what point are you trying to make?

 

[2IS]

So are you saying what the girl in the ad did was so hard that no one could actually do it? People make music and movies on their computers constantly. HELLO, YouTube, Vimeo, Podcasts, etc. etc. I really don't understand what you are trying to say. Obviously, you can't know how many people make special gifts on a computer for someone they care about so what point are you trying to make?

No, i'm saying no one does it. The best example you've been able to provide me was yourself and it wasn't even the same thing.

 

[laurim]

No, i'm saying no one does it. The best example you've been able to provide me was yourself and it wasn't even the same thing.

Ah, you know everyone in the world and what they do in their spare time. Good to know.

If you knew how long it took to gather all the photos, scan them into Photoshop to resize and clean them up and then assemble them into a slideshow maybe you wouldn't poo poo it like that. But you're right, probably no one else in the world has found an old record their grandmother recorded when she was young and remixed it into a duet. From now on, all Apple ads have to be limited only to tasks 100% of people might do so literal-minded people like you won't get confused because they can't extrapolate one project into a million possible other projects one could do.

 

[2IS]

Ah, you know everyone in the world and what they do in their spare time. Good to know.

And I have you to thank... Considering the biggest Apple supporters are right here in this forum and none of them have done what the commercial did, I'd say its a safe bet.

 

[StyxMaker]

What's your point? That technology is bad because it isn't timeless?

The granddaughter was just lucky she had access to a turntable.

 

[laurim]

And I have you to thank... Considering the biggest Apple supporters are right here in this forum and none of them have done what the commercial did, I'd say its a safe bet.

troll. I know somehow you think you are being clever but you're not. You have no point so I give up trying to explain anything to you.

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The granddaughter was just lucky she had access to a turntable.

Obviously she was at her grandmother's house when she found the record the grandmother had made back in the day. I think a lot of the younger people don't understand that that record was a do-it-yourself record people used to make in a booth, like the ones they have now where you can record yourself in a music video. She recorded it for her now-deceased husband when he was away at war and possibly killed there (hence her looking at a picture of him in his uniform while she was listening to the new one on the iPad). I think maybe this ad is too nuanced for some of the younger crowd on here based on some of the comments. Like how the ad shows how people back then used current technology to express their love and how people use current technology now and can do more.

P.S. hmm 1952 would be the Korean War. Hope Kim Jong-un doesn't get upset!!

 

[StyxMaker]

The problem with the Ad is, it's totally unrealistic of the real world.

Like many of Apple's (people using our devices) adverts, they are not realistic of real world scenarios.



As has been said before, the old lady would most probable never even think of touching that new fangled gizmo sitting on the table.

It and most of Apple's Adverts are very rose tinted, but utterly unrealistic

I'm close to the the age of the grandmother in this add and I have no problem using Apple products.