Apple has created a legacy of highly emotive Christmas ads that get loved, shared, applauded, debated and criticised – all of which can only be great for Apple – beginning with a very human story called Misunderstood in 2013, which won an Emmy.

Misunderstood surprised people. It contained so little product. That surprise no longer functions as a device for Apple, but each of the ad stories since has carried message that wasn’t the standard Christmas joy and deftly avoided whatever was the Christmas advertising message theme of the year, this year’s being that Christmas isn’t always perfect.

Apple’s ad message this year is to have the courage to show off what you create. It may well be personal, coming from the experience of the TBWA Media Arts Lab creatives who dreamed it up. It certainly seems to be THE theme for the creative industries, but it is also universally relevant and it crowns the theme of Apple’s advertising this year, Make Something Wonderful.

The two-and-a-half-minute story, Share Your Gifts, was animated by Buck Productions and features hand-made sets. Its song, Come Out and Play, was composed by emerging 16-year-old songwriter, Billie Eilish, which also underlines its message.

https://youtu.be/3dJCroCMBPM

Apple has also released a behind the scenes video:

https://youtu.be/ab3mZateax4