Woodland Critters Make Music Videos for Apple’s Holiday Ad
Apple’s 2024 Holiday Ad: A “Shot on iPhone 17 Pro” Music Video Starring Puppet Animals
Table of Contents
Published November 27, 2024, at 21:54 PST
Overview
Apple unveiled it’s 2024 holiday commercial on Thanksgiving (November 27, 2024), showcasing the capabilities of the (as-yet unreleased) iPhone 17 Pro. The ad, part of the long-running ”Shot on iPhone” campaign, features a whimsical music video created by a group of puppet animals who discover a hiker’s lost phone in a snowy forest.
This year marks the 10th anniversary of the “Shot on iPhone” campaign, which received a Cannes Lions Grand Prix for Creative Effectiveness in 2024.
the Story: animal Band Makes a Music Video
The commercial depicts a diverse group of puppet critters - a raccoon, bear, rat, owl, deer, and squirrel – stumbling upon an iPhone 17 Pro left behind by a hiker. They quickly seize the opportunity to create their own music video, performing a cover of “Friends” by Flight of the Conchords, the New Zealand musical comedy duo.
The lyrics are tailored to the animal kingdom, humorously exploring the unique promises of friendship, including pledges to “eat trash together” and “avenge your death.” The ad culminates with the hiker returning to retrieve their phone and discovering the unexpected recording.
Technical Details & Creative Approach
While the ad highlights the iPhone 17 Pro’s camera features, such as Center Stage and dual Capture, Apple emphasized a handcrafted aesthetic. A significant portion of the commercial was created using practical effects and handmade elements, including the puppets themselves, which were crafted by puppets Magic Studio, and custom typography.
This approach echoes Apple’s 2023 holiday ad,a stop-motion story about an office worker’s changing perspective on her boss,as detailed by Adweek. The return to handcrafted visuals signals a deliberate move away from purely digital effects.
“Shot on iPhone” Campaign: A Decade of Innovation
The “Shot on iPhone” campaign began in 2015, aiming to demonstrate the photographic and videographic capabilities of Apple’s iPhones through user-generated content and professionally produced commercials. Over the years, the campaign has evolved, showcasing increasingly refined techniques and pushing the boundaries of mobile filmmaking.
The campaign’s success is evidenced by its longevity and critical acclaim, including the 2024 Cannes Lions Grand Prix. Apple consistently uses the campaign to highlight new features and inspire creativity among iPhone users.
Flight of the Conchords & Musical Choice
The selection of Flight of the Conchords’ “Friends” (originally released in 2009) adds a layer of quirky humor to the ad. The song’s lyrics, already centered around the often-exaggerated nature of friendship, lend themselves perfectly to the animal characters’ playful promises.
Using a pre-existing, well-known song provides a familiar touchstone for viewers while together showcasing the iPhone’s audio recording capabilities.