Solitary teen makes family cry with home-made iPhone film

Apple: misunderstood by TBWA\Media Arts lab
Apple: misunderstood by TBWA\Media Arts lab

A solitary teenager, corralled by his family for appearing to spend too much time on his phone, wows his family on Christmas day with an emotional outpouring recorded and edited on his iPhone 5.

The film is split into two halves – the family's experience together, and then the teenage boy's experience, which is shown dramatically as he switches off the television while everyone is gathered around it and projects his own film onto the TV, in what appears to be the brand's first use of Apple TV in an ad.

The teenager's own offering shows his favourite moments of the family together, from making snow angels to having a sock thrown at him while filming, in an emotional outpouring that would have been otherwise uncommunicated.

Brand: Apple

Agency: TBWA\Media Arts lab

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

The latest work, news, advice, comment and analysis, sent to you every day

register free