Beautifully handmade puppets, heartfelt music, and a dash of nostalgia — Apple’s new holiday ad might just tug at your emotions. But this year’s campaign doesn’t just aim to spread cheer; it’s also stirring conversation about creativity, craftsmanship, and technology’s role in storytelling. And here’s where it gets interesting: after last year’s controversial iPad ad backlash, Apple seems to be charting a very different course.
Released on Thursday, the new campaign film, titled “A Critter Carol,” runs for 2 minutes and 24 seconds and stars nine meticulously handcrafted woodland animal puppets. Every frame was filmed using Apple’s own iPhone 17 Pro, a deliberate flex of the phone’s cinematic capabilities. Directed by award-winning Australian filmmaker Mark Molloy—best known for his work on Apple commercials and Netflix’s Beverly Hills Cop: Axel F—the ad turns a simple premise into a modern fairytale. You can watch the full ad on YouTube.
The story begins when a hiker accidentally drops his iPhone 17 Pro in a snow-covered forest. Soon after, an ensemble of forest creatures—a raccoon, bear, rat, owl, deer, squirrel, rabbit, and mole—stumble upon the device. Curious and playful, they record themselves performing “Friends,” a song originally by New Zealand’s beloved comedy duo Flight of the Conchords, famous for their quirky HBO series. When the hiker and his companion later use the Find My app on an Apple Watch to retrieve the phone, the animals quickly scatter, leaving behind a heart-shaped nest of twigs. As the hiker watches the animals’ video recording, a sense of wonder fills the moment. Just before the ad closes, the mole cheerfully exclaims, “Hope they like it!”—only to be hushed by the raccoon. The heartwarming tagline: “Friendship Is a Gift.”
Apple’s “A Critter Carol” will reach audiences worldwide across television broadcasts, digital channels, and social media platforms. In the U.S., a shortened version premiered during NBC’s coverage of the Macy’s Thanksgiving Day Parade—perfect timing to capture the season’s biggest audience.
To accompany the main ad, Apple also released a behind-the-scenes featurette that dives into the making of the puppets and the artistry of puppeteering. “I wanted to embrace the tactile nature of puppetry,” Molloy explains in the video. “It was important to return to the roots of craftsmanship.” By showcasing actual handmade puppets and physical set elements, Molloy and Apple emphasize a return to analog warmth—a refreshing counterpoint in a digital-first era.
This creative direction stands in sharp contrast to Apple’s 2024 “Crush!” iPad ad, which drew criticism for symbolically flattening creative tools under a hydraulic press. That earlier campaign was accused of implying that technology could replace human imagination. In “A Critter Carol,” however, Apple flips the narrative—championing a hopeful message that human artistry and digital innovation can coexist beautifully.
Beyond its story, the ad subtly highlights the iPhone 17 Pro’s advanced camera features, including 8x Zoom for crisp detail, Center Stage mode for effortless framing, and Dual Capture for simultaneous front-and-rear recording. Molloy praises these features for helping him create an “immersive, tactile” viewing experience.
Shot on a soundstage in Prague, the ad was produced by TBWA\Media Arts Lab, Apple’s long-time creative partner, alongside production companies Smuggler and the Prague-based Unit+Sofa. Joost van Gelder handled cinematography, while Andy Kelly designed the whimsical sets that brought the forest to life.
In the end, “A Critter Carol” feels like more than an ad—it’s Apple’s letter to creativity, a reassurance that technology can enhance, not replace, our human touch. But what do you think? Is this a sincere comeback after last year’s fiasco, or just clever marketing disguised as nostalgia? Share your thoughts—does Apple truly get creativity right this time?
