Apple Film Holiday, Misunderstood by TBWA\Media Arts Lab Los Angeles

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Holiday, Misunderstood

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Industry Electronic Devices & Home Appliances, Business equipment & services, Corporate Image
Media Film
Market United States
Agency TBWA\Media Arts Lab Los Angeles
Executive Creative Director Eric Grunbaum
Editor Jared Coller
Production Park Pictures
Editor Thomas Muldoon
Released December 2013


Cannes Lions, 2014
FILM LIONS TV & Cinema Film: Corporate Image SILVER

Credits & Description

Media: TV
Category: Electronics & Technology
Agency: TBWA
Brand: Apple
Geo: Americas, United States
A teenage boy surprises his family with a thoughtful holiday gift.
Advertising Agency: TBWA\Media Arts Lab, USA
Media Agency : OMD New York, USA
Production Company : PARK PICTURES Los Angeles, CA, USA

Chief Creative Officer: Duncan Milner (TBWA/Media Arts Lab)
Executive Creative Director: Eric Grunbaum (TBWA/Media Arts Lab)
Group Creative Director: Chris Ribeiro/Drew Stalker (TBWA/Media Arts Lab)
Creative Director/Art Director: David Zorn (TBWA/Media Arts Lab)
Creative Director/Copywriter: Jd Jurentkuff (TBWA/Media Arts Lab)
Executive Producer: Eric Voegele (TBWA/Media Arts Lab)
Agency Producer: Laura Keseric/Amanda Weiss/Diana Parada (TBWA/Media Arts Lab)
Director/Dp: Lance Acord (Park Pictures)
Editor: Thomas Muldoon/Jared Coller (Nomad Editing Company Inc.)
Post Production: Phil Crowe/Matt Trivan (The Mill LA)
Telecine: Stefan Sonnenfeld (Company 3)

Brief Explanation:
This film is a holiday gift from Apple that connects with its audience in a very emotional way by reminding them of the love, joy and magic that occurs when families gather for the holidays.

But it’s more than that. This film takes on the cultural tension of people’s ever increasing use of technology through its main protagonist, a seemingly aloof teenager who appears to be more interested in what’s happening on his iPhone than what’s happening with his family.
As the narrative unfolds, the audience is set up to condemn the teen’s behavior, which creates the opportunity for a dramatic twist. The sudden shift reveals the teen’s true intentions and makes a surprising point about the role technology can play in our lives.