Apple’s holiday ad highlights technology’s role in connecting loved ones

For many living with disabilities, even the simplest acts, like connecting with a loved one, can feel distant, a silent struggle which often goes unnoticed by those without such challenges. Apple’s new holiday ad, Heartstrings, attempts to address this disconnect, focusing on the emotional and sensory gap. The campaign, launched ahead of the International Day of Persons with Disabilities, highlights a universal desire – to be present in life’s most cherished moments.

Globally, more than 1 billion people experience mild to moderate hearing loss, many of whom forgo treatment due to stigma, cost, or limited access. Hearing loss can often lead to diminished social connections. Apple's ad touches on the broader implications, offering a solution that’s accessible and personal – the hearing aid feature in its AirPods Pro 2.

Directed by Emmy winner Henry-Alex Rubin and crafted by TBWA\Media Arts Lab, the ad unfolds the story of a father with hearing loss connecting with his daughter through the technology provided by the brand. The ad opens with the father experiencing the world in muffled tones, his hearing loss conveyed through sound design by Academy Award-winning Paul N.J. Ottosson. The muted ambience is meant to reflect his internal isolation as he watches his daughter open a new guitar on Christmas morning.

He reminisces memories from her childhood – her first guitar, birthday celebrations, and school milestones. These moments, however, feel distant and incomplete. The father then activates the AirPods’ hearing aid feature and suddenly, the sound of his daughter playing ‘Our House’ by Crosby, Stills, Nash & Young fills the room. For the first time, he hears her clearly, giving this simple holiday moment a heartwarming touch. 

Reportedly, the actor portraying the father has moderate hearing loss, bringing a genuine layer to the narrative. The ad has taken real-world inspiration, drawing parallels from the lived experiences of the cast. 

This ad, well timed with the upcoming holidays, reminds viewers that technology’s greatest achievement lies not in innovation but in its ability to deepen the bonds between people.