Apple Highlights Transformative Power of AirPods in 2024 Holiday Ad

Apple has launched its anticipated holiday ad with an emotional film that follows the journey of a father living with mild-moderate hearing loss. 

Created by TBWA\Media Arts Lab LA and directed by SMUGGLER's Henry-Alex Rubin, 'Heartstrings' showcases how Apple's latest innovation – the ground-breaking clinical grade Hearing Aid feature on AirPods Pro 2 — has the potential to deepen our connection to life’s most precious moments. Additionally, global research shows hearing loss often goes untreated, and has also identified links between hearing loss and impact on a person’s overall wellbeing, including dementia and social isolation.

With a narrative inspired by the cast talent’s own experiences and relationships, the film is a story of a father and daughter told in two parts. In the beginning, we hear the world from the perspective of the father— who has moderate hearing loss — as he watches his daughter open a brand new guitar on Christmas morning. Memories of their time together begin to flood back — her first guitar, her birthday, her first day of school. The turning point comes when he activates the Hearing Aid feature on his AirPods Pro 2, with the perspective shifting to reflect that he can now hear clearly and be fully present for his daughter’s rendition of 'Our House' by Crosby, Stills, Nash & Young on her new guitar.

The film’s storytelling is enhanced by masterful sound design crafted by three times Academy Award winning sound designer Paul N. J. Ottosson. Paul focused closely on the frequencies and volume of the sounds to bring to life the treatment of hearing loss in the most authentic and attentive way possible, creating a palpable sense of the experience of mild to moderate hearing loss for viewers to comprehend. 

Launching ahead of International Day of Persons with Disabilities (December 3rd), the campaign reflects Apple’s longstanding mission to integrate assistive features into everyday devices. The FDA De Novo clearance of the Hearing Aid feature for AirPods Pro 2 opens new possibilities for the more than 1 billion people worldwide with mild to moderate hearing loss. By integrating hearing assistance into the best selling headphones in the world, users have convenient access to support at any time, anywhere.

The campaign rolls out globally across broadcast, digital platforms, and social media during the holiday season.

Apple's new holiday ad tells a touching father-daughter story while highlighting AirPods Pro 2's ground-breaking FDA-cleared Hearing Aid feature.