Apple Plays 'Heartstrings' for Christmas

Set to the tune of CSNY's 'Our House'

Apple amplifies the notion of technology enhancing everyday experience and expanding personal horizons in its annual holiday campaign.

Developed with TBWA\Media Arts Lab and Smuggler director Henry-Alex Rubin, “Heartstrings” touts a new AirPods hearing-aid feature.

It’s a daddy-daughter tale, awash in memories, with a guitar and CSNY’s “Our House” driving the story.

Apple strove to present a realistic depiction of product attributes through the deft manipulation of frequencies and volumes. Note the change in modulations as the spot unfolds.

Oscar winner Paul N.J. Ottosson developed the sound design. An actor with moderate hearing loss portrays the father.

Rubin’s approach feels smooth and on point. Very very very fine, as it were. He tugs at our heartstrings, obvi. But this sentimentality fits the mood. It doesn’t dilute the message: AirPods help dad savor the strumming, deepening one of the key relationships in his life.

The work rolls out this week across most major platforms.