Apple’s Emotional Holiday Ad Amplifies Joy With AirPods Turned Hearing Aids

Image courtesy of Apple / TBWA\Media Arts Lab

Apple’s 2024 holiday spot hits all the right notes. The stirring new short, Heartstrings, tells the story of a father living with mild to moderate hearing loss. Directed by Emmy Award winner and Oscar nominee Henry-Alex Rubin, the film showcases the AirPods Pro 2, recently approved by the FDA as clinical-grade hearing aids with a new Hearing Aid feature.

The narrative follows a father and daughter in two segments. At first, the world is heard through the father’s perspective, one affected by moderate hearing loss.

He watches as his daughter unwraps a brand new guitar on Christmas morning, sparking a series of flashbacks—her first guitar, birthdays, and other significant moments.

Image courtesy of Apple / TBWA\Media Arts Lab

The emotional turning point comes when the father activates the AirPods Pro 2’s Hearing Aid feature, shifting the story’s point of view to his newly enhanced hearing. He becomes fully immersed as his daughter plays Our House by Crosby, Stills, Nash & Young on her guitar.

The film’s immersive quality is brought to life by three-time Academy Award-winning sound designer Paul N. J. Ottosson. Ottosson crafted the sound design to capture the reality of mild to moderate hearing loss, focusing on frequencies and volume to give viewers a tangible understanding of the father’s experience. This elaborate sound treatment helps underline the importance of the hearing aid feature and its impact, highlighting its ability to reconnect people with cherished moments.

Launching ahead of International Day of Persons with Disabilities on December 3, the campaign speaks to Apple’s ongoing efforts to make technology more inclusive. With FDA De Novo clearance, the AirPods Pro 2 now provide greater accessibility for over a billion people worldwide living with hearing loss. By embedding this technology into one of the world’s most popular headphones, the Cupertino tech giant aims to make hearing assistance accessible anytime and anywhere.

The festive spot will roll out globally across television, digital platforms, and social media during the holiday season, reaching millions just in time for the festivities.

Image courtesy of Apple / TBWA\Media Arts Lab

[via Apple, images courtesy]