source : The Verge

Apple's new holiday ad is another heartwarmer

Apple's been no stranger to iconic commercials over the years, and its newest holiday ad looks to follow in those footsteps. This year's 90-second spot, titled "The Song," features a girl using various Apple products to transform a vinyl recording of her grandmother's voice with music of her own, creating a decades-spanning collaborative gift. It's not meant to sell a specific product so much as it's meant to tug at the proverbial heartstrings just as those last-minute holiday purchases are being made.

The ad is sure to bring up memories of last year's popular (and Creative Arts Emmy-winning) holiday commercial, which followed a seemingly phone-obsessed boy throughout his family's Christmas celebration only to reveal that he was making a home movie the whole time. Both commercials use the same cinéma vérité look and feel that Apple has adopted for many of its commercials in the last few years, a shift that has let the company advertise how its products are used instead of just being loud and colorful like the style that was so popular in the iPod era.