Last week, Apple released its 2013 holiday commercial ‘Misunderstood’ featuring Edmonton as a snowy backdrop, that follows a teenager who has his eyes glued to his iPhone 5S while the rest of the family enjoys the holidays. According to 9to5Mac, Ken Segall, the ad executive behind Apple’s Think Different campaign, has praised the new TV ad, saying that it shows Apple is still thinking differently.
The veteran, who worked closely with Steve Jobs for more than 10 years, noted that the ad is a holiday card from Cupertino. It lines up perfectly with “the values Apple has communicated for years”. “It’s not about technology — it’s about quality of life”, he added.
“The takeaway is much the same as one gets from the “Designed by Apple in California” ad, but I like it a hundred times more. In that previous effort, Apple simply told us why it is different. This new spot tells an interesting story and lets us draw that conclusion for ourselves. It’s a more artful, more memorable way to make the point.
Once again, Apple demonstrates it’s a different kind of technology company. Most talk about what goes into their phones — Apple shows what we can get out of them … “
Here’s the TV ad once again: