Apple
Misunderstood

The Emmy Award winning commercial about a seemingly withdrawn teenage boy who surprises his family with the most thoughtful Christmas gift of all.



Along with the 90 second TV commercial, we released "A Harris Family Holiday," the full length video made by our young auteur. Shot entirely on the iPhone 5S, this video showcases what this tool can do when put into the right hands.



Both films were featured prominently on the homepage of apple.com during the holidays.



The original score was a composition done by recording artist Cat Power. The song was among the top 20 holiday songs download on iTunes during the holiday season.



Misunderstood was featured on The Huffington Post, USA Today, The New Yorker, AdAge, NPR, Entertainment Weekly, Forbes, Adweek, and countless others, with each posting sparking lively debate and discussion in the follow-up comments.The ad was shared over 300,000 times on Facebook in just over a week which helped earn it 7 million hits on YouTube in that same short amount of time.