Apple unleashes a veritable armoured division of sentiment

OK, hankies at the ready, here’s Apple’s by now traditional tear jerker for Christmas.

Inspired by the Pixar film Up, which passed me by, it’s all about cheering up Grandpa who’s now on his own, with a little help from Apple technology.

It’s sentimental and manipulative but…could have been the greatest own goal of all time but isn’t.

We surrender.

MAA creative scale: 9.

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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.