The latest Apple commercial – Misunderstood, which shows a boy struggling to fit in with other family members over Christmas. However, it turned out that the boy had recorded the family gathering on his iPhone. He later showed it to his family, moving his mum to tears in the process.
The general reaction has been positive from the public, with only a few negative comments.
Ben Thompson’s take on the new ad:
By letting go of tangible product features – and, by exploiting a brand promise developed over the last decade1 – Apple is associating its flagship product with the happy resolution of that deep-seated longing on both sides, resulting in an emotion far more real than any possible articulation of a feature or spec.
This is advertising at its finest.
