TBWA\Media Arts Lab has given Apple a classic feel good Christmas ad with a ghoulish twist and a 2016 message, Open your heart to everyone.

It’s the often-told story of an outcast who is welcomed into the community at Christmas. This time, the outcast is Frankenstein’s monster. As is usual, a child triggers his acceptance by others, the townsfolk of the village near where he lives.

There’s a little bit of magic (OK, coincidence). When Frankie leaves his home to walk to the village, he picks up a small parcel lying in the snow.

Conveniently, it contains two coloured lightbulbs, which Frankie plugs into the bolts on the side of his neck when he reaches the village and begins to sing.

And there’s Apple being useful. Frankie sings his version of Perry Como’s Home for the Holidays over the rendition playing on his iPhone.

What is particularly nice is that the story – of inclusiveness – comes first. Previous Christmas ads have sold products first. This one sells a message that matters – a lot – first. Apple’s presence in the story – cameo, really, except for one awkward Apple logo moment (ECU of back of phone) – is natural.

Brad Garrett (Robert Barone from Everybody Loves Raymond) plays Frankie. He’s 203 centimetres tall.  The ad was directed by Park Pictures’ Lance Acord. Acord also directed TBWA\Media Arts Lab’s 2014 Apple Christmas tear-jerker, The Song:

and its 2013 Christmas ad, Misunderstood, which won an Emmy.