Apple’s new ad for Christmas illuminates people’s alienation due to technology. It starts with a face we’ve all seen, the alienated teenager, cut off from the family and absorbed into his iPhone, and ends with tears coming down your cheeks. It is set in a scene we are all familiar with, a family trying to do its best in the modern world.
Apple Holiday Video 2013
What turns this into arguably the best Apple ad since 1984 is a storyline bubbling underneath all of us. We are living in a time when the great institutions that our society has relied on for hundreds of years are under great stress. Today government, religion, schools and family are shaking under our feet.
The sacred stories we all grew up with are under question, which creates stress between people and for Apple. Apple first appears here as the tool of the rebel, the anti-hero to the Christmas spirit. That rebel turns into the creator before our eyes. Apple is the new institution, the disruptor, and the one who emerged from the broken glass and freed our creativity and built a worldwide empire with few rivals. Apple has a big stake in this storyline of how people... Read more