Apple Misunderstood for Christmas

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”.

Apple Misunderstood commercial


The Misunderstood campaign was developed at TBWA\Media Arts Lab.

Filming was shot by director Lance Acord via Park Pictures.

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.