Apple has released “Misunderstood”, a heartfelt commercial featuring a teenage boy who joins his family for a Winter Christmas holiday. First appearances indicate that he’s glued to his smartphone because he’s struggling to connect with his relatives. However it turns out that he’s been preparing a special gift to his family, a short film shot entirely on his iPhone 5s, “A Harris Family Holiday”.
The Misunderstood campaign was developed at TBWA\Media Arts Lab.
Editing was done at Nomad.
Music is “Have yourself a very merry Christmas”, written by Hugh Martin and Ralph Blane, covered here by Cat Power (Chan Marshall). Download Have Yourself a Merry Little Christmas – Single – Cat Power on iTunes
Further credits will be added when they become available.