Apple’s Christmas effort leaves us baffled in admiration

How many times should you expect someone to watch a commercial, to get the point over?

Here’s Apple’s Christmas effort from TBWA’s Media Arts Lab – ‘Share Your Gifts’ – plugging (I think) Macbooks – pretty expensive Christmas prezzie.

Then it all goes pear-shaped and heroine loses something – but what? On first viewing it seemed like some sort of gift voucher but it seems it’s something she created on her Macbook.

Maybe Apple is trying to tackle the price issue (sales of its new iPhones are slow by recent standards as they cost the earth) by positing that a Macbook isn’t just for you.

Beautifully done but, um, confusing.

MAA creative scale: 6.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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