The ad features a family engaging in various holiday activities while a young teen appears to be reclusively spending his time on the iPhone. In reality, the misunderstood teen is shooting video and editing together a short film of the family which is then AirPlayed to the television for everyone to enjoy.
Notably, Apple's relationship with TBWAMedia Arts Lab has become shaky and the company is now starting to create its TV Ads in-house. However, a recent report said Apple's homegrown commercials aren't performing as well as ads made by its longtime agency TBWAMedia Arts Labs.
Take a look at the ad below if you haven't seen it already!