A number of brands have tackled the subject of loneliness at Christmas in heart-tugging stories over the years. Apple in-house has created something very different, very modern and life-affirming happy.
Stanley Tucci has partnered with Apple Pay on a new social campaign that shows him tapping into his Italian roots and love of food to answer the question, “Can I bring people together with pasta and Apple Pay?”.
A significant number of older Italians are vulnerable to loneliness at Christmas. According to ISTAT, the Italian National Institute of Statistics, those aged 65+ represent nearly half of the overall population living alone. So the campaign follows Tucci as he shops for, cooks, and dines with a group of Italian nonnas, using Apple Pay to purchase all of the key ingredients along the way.
The first film ran as a collab post on Stanley and Apple Pay’s Instagram and TikTok on December 9, with additional content to follow across Instagram, TikTok, Snap, YouTube and Facebook.
The mostly-improvised film, directed by two-time Emmy winner, Floyd Russ, follows Stanley as he shops in a small Italian town for all the ingredients to cook an amazing meal. Each purchase Stanley makes, no matter how unexpected the locale, is easily completed using Apple Pay. And if cooking for 20 wasn’t a big enough challenge, he also overcomes the most daunting hurdle of them all – the discerning taste of an Italian nonna.
Can I…with Apple Pay?” is a social platform that launched in summer of 2023, with the aim of educating people about how, where, and why to use Apple Pay.
Each film features a popular social creator answering a “Can I?” question (e.g., “Can I use Apple Pay and still earn my credit card rewards?”) that educates its audience in a charming, funny, or heartfelt way.
The much-loved Grandma Droniak (14.9M TT), Drew Dirksen (10M TT), and comedian Zach Woods (650K IG) are just a few of the other personalities in the series.
Credits:
Talent: Stanley Tucci
Agency: Apple in-house
Director: Floyd Russ
Production Company: Partizan
VFX: Trafik
Audio Mix: Walker
Editing: Chris Catanach (Cartel)
Director of Photography: Jacob Møller
Music: Walker
