Apple’s ads may not garner the type of industry-wide attention they used to — remember Mac vs. PC? — but a new 90-second spot dubbed ‘Misunderstood’ is one of the company’s more recently memorable.
Framing the protagonist as the quiet, phone-obsessed teenager, one of which every family seems to have these days, the narrative proves that being quiet and awkward is not necessarily a bad thing.
The ad also seamlessly integrates iPhone, iMovie and Apple TV into the universe, all of which are increasingly common in many homes, and perfectly captures the Western idea that holidays are full of snow and sentimentality, without extolling the notion that such marketing efforts need to be grossly saccharine. “Misunderstood” hits the right notes in that regard.