Apple’s holiday campaign celebrates the power of creativity and heartens creators to share their gifts with the outer world.
Developed by Apple’s bespoke creative agency, TBWA\Media Arts Lab, Share Your Gifts has quite a bit of DNA in common with Apple’s previous holiday ads, including the most-loved Misunderstood from 2013, that put the brand on A-list Christmas ads alongside British brands like John Lewis and Sainsbury’s.
Last year’s “Misunderstood” was the story of someone creating in apparent isolation and ultimately surprising his loved ones with a heartwarming video, “Share Your Gifts” is less direct. Instead, we don’t get what Sofia was making—but we do learn the lesson that sharing your creations, while sometimes needs courage and is essential.
The animated film is a message to self-belief and tells the story of a young woman who hides her creativity. Sixteen-year-old singer and songwriter Billie Eilish created an original song for the ad, called Come Out and Play. Eilish began writing her own music and lyrics at age 11 and had her first viral hit by 15.
Apple launched its film with an exclusive performance by Eilish and an interactive session with one of the illustrators at its Third Street Promenade store in Santa Monica, CA.