Someday at Christmas

Apple published a new holiday commercial this Wednesday, which is a melodic message, rather than the products themselves, takes the center stage here.

Like a music video, Stevie Wonder uses Garage Band on his Macbook Pro to mix his 1967 holiday classic “Someday at Christmas,” in the beginning of the video by using Apple’s VoiceOver feature. Then Andra Day joins to sing around a piano, while camera goes through various shots of kids opening presents and the family gathers for the holidays. Through out the commercial, not much of their products are shown, but a MacBook Pro in the background and an Apple Watch worn by one of gift-opening kids. There are just Wonder starts off playing his song on piano with a little girl, follows by Day singing the first chorus, then the children join the choir together spreading a heartwarming message in the lyric.

Also learning from Apple’s 2013 holiday advertisement, both of advertisements deliver same message, “for the people.” The company wants viewers to connect to the joyful holiday season when families and love are more important, and they are already a part of their partners in crime.

Surprisingly, both of the advertisements don’t show Apple’s latest and greatest products. Instead, both focus on music and family time, the people. The Apple’s existence appears for a fraction of a second at the both of ads, showing that their focus is not on their brand. There is no need to showcase their new features, but to demonstrate how their products can help people. These commercials are more of wrap-ups of Apple’s efforts of advancing their devices, when it comes to their users accessibility for a better cause – while it signs off with a heartfelt note.

Moving on a further step from praising families, Apple sends their new message for this year’s holiday, with a valuable meaning of the title track of Wonder’s Christmas album. This year, Apple wants viewers to embrace the hope against war, poverty, inequality, and hunger.

The hope for the humanity:

Someday all our dreams will come to be Someday in a world where men are free Maybe not in time for you and me But someday at Christmastime Someday at Christmastime