Apple has released its annual holiday ad titled ‘Share Your Gifts.’ The video tells the story of Sophia, a creative young woman who uses a MacBook to write but puts her finished work in a box where no one can see it. Set to ‘come out and play’ by Billie Eilish, the story follows Sophia over time as she continues to write and pursue other creative avenues always hiding them from others.
In the heart-warming conclusion of the video, Sophia’s dog pushes her window open causing the pages of her printed writing to blow out the window into the streets. Sophia races outside after the sheets of paper, but can’t retrieve them before townspeople pick them up and start reading with smiles on their faces as they enjoy her writing.
The video was released with an accompanying ‘making of’ video that shows how much went into the piece, which combines hand-built miniature sets and CG graphics. It’s a fascinating look at how much care and work went into making the nearly three-minute video.
I’ve always enjoyed Apple’s holiday ads and this year’s is no exception. The message of sharing your creativity as a way of connecting with others is a great message for the holiday season that also fits well with the company’s products.