How Apple stole Christmas

What makes a great ad?

No mention of a product
Apple didn’t directly try to sell us anything. No prices, sales or loud people screaming at us to rush into store.

A story that connects
It’s about emotion, a simple story of family, creativity, love and a unique shared experience. It captures something we all hope for each Christmas. No complications, villians or heros – just a kid who uses his phone to make something special.

This ad is great because it makes us feel something without being sold something, but we still remember it’s from Apple.

People say the best authors write in a way that makes us think we could’ve written it. For marketers, this ad gives us similar hope. Anyone could’ve made this ad.

What story are you going to tell next year?

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