It’s easy for a commercial to get annoying. Every time one of those singing Charter jingles comes on I groan and mute the tv. Yes, they got me to memorize Charter’s phone number – but the only reason I’d call them is to tell them how much I hate their commercial.
Thankfully, Apple’s new spot – “The Human Family Tree” is far from annoying. I could (and have) watched it over and over. Perhaps it’s the beautiful delivery of the poem and how relevant it’s message of unity is in today’s divisive political climate. Or perhaps it’s the candid photos and videos shot on iPhones that seem to capture people around the globe just being themselves. Or perhaps it’s the beautiful underscore that’s minimal enough to let the other parts sing, but gives an undeniable, unshakable feeling of hope to the piece. Yes, I know Apple is pulling on my heart strings in order to sell me stuff. But hey, this filmmaker did a damn fine job solidifying Apple as a brand I connect with.