Apple The Song
Apple is promoting the use of Garageband music production software with “The Song”, an intergenerational commercial featuring two American singers. A young woman (singer/songwriter Dana Williams) finds a Voice-o-Graph vinyl recording of the Gershwin standard “Love Is Here to Stay” made by her grandmother Valerie and sent to her darling Raymond in Korea in the 1950s. Williams imports the phonograph recording on her Mac, blending in her own voice, keyboard and guitar tracks. The gifted duet is delivered as a Christmas gift on an iPad Mini 3. “With a Mac, iPhone or iPad you have the power to create thoughtful, emotional gifts and memories that transcend time. It could be a movie, a homemade card or a song that brings two generations closer together.” The campaign includes a behind-the-scenes film introducing the two singers featured in the commercial, Dana Williams and Rhiannon Giddens.
The Apple The Song commercial concept was developed at TBWA/Media Arts Lab, Los Angeles.
Editors were Eric Zumbrunnen and Matt Murphy at Exile. Post production and VFX were produce at Girl Overboard by VFX creative director and colorist Ben Gibbs, VFX supervisor Jan Cilliers and executive producer Celest Gilbert.
Sound and music were produced at Play Sound.
Singing of the original was recorded by Rhiannon Giddens, lead singer of folk band Carolina Chocolate Drops, at The Third Man Records, with producers Ben Swank, Mindy Watts, Kevin Carrico and Ben Blackwell. “Love is Here to Stay” was written by George Gershwin (music) and Ira Gershwin (lyrics) for the 1938 movie The Goldwyn Follies. The track became popular as the theme song of the 1951 movie An American in Paris.