Yesterday, Apple launched this spot for the iPhone 5s, which depicts a boy attached to his phone and seemingly uninterested in spending Christmas with his family. The twist is that he was actually using his phone to capture all these moments and create a video to show his family. It features Cat Power singing a stripped down rendition of “Have Yourself a Merry Little Christmas.” I think they took a few lessons from the John Lewis 2011 Christmas Spot by telling a story with a surprise twist and using a soft female voice to sing a familiar song; both of which create an emotional atmosphere which tugs at the heartstrings.
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