It’s the song that counts

It’s not unusual to see tears around Christmas, whether it’s due to a flying elbow from a competitive shopper at the mall, bad presents that just don’t hit the mark or drunken family sparring around the table. And Apple is embracing this potentially tearful time with a heart-string tugger of an ad via TBWA/Media Arts Lab and Park Pictures’ Lance Acord that shows a granddaughter sprucing up an old love song with the help of Apple technology as a gift for her grandmother. 

This simple, emotional spot follows on from last year’s “Misunderstood,” which showed a seemingly disinterested, phone-obsessed young man but flipped it on its head beautifully.