Apple has rolled out a Holiday campaign 'Heartstrings' to showcase the offerings of its latest AirPods Pro 2's hearing aid feature.

Conceptualised by TBWAMedia Arts Lab, the campaign features an ad film, that tells the story of a father with hearing loss reconnecting with his daughter through the brand's innovative technology. The film begins with the father experiencing the world in muted tones, a muffled ambience mirroring his inner sense of isolation as he watches his daughter excitedly open a new guitar on Christmas morning. Reflecting on cherished memories from her childhood – her first guitar, birthday celebrations, and school milestones – these moments now feel distant and incomplete. When the father activates the AirPods’ hearing aid feature, the sound of his daughter playing ‘Our House’ by Crosby, Stills, Nash & Young suddenly fills the room. For the first time, he hears her clearly, transforming a simple holiday moment into something deeply heartwarming.

What we think about it:  Beautifully marries storytelling with innovation, showcasing the AirPods Pro 2's hearing aid feature in an emotional narrative. It captures the essence of familial connection as a father hears his daughter’s music clearly for the first time. By casting an actor with real hearing loss, the film resonates authentically, underscoring Apple’s commitment to inclusive design. A heartfelt reminder that technology can transcend functionality to enrich human connections, this campaign strikes a perfect chord for the holiday season.

The campaign was rolled out on YouTube and Instagram on 28 November.