Apple’s Christmas ad is a New York ballet for the wireless headphone age
The spot, entitled ‘Sway’, features two New York City dancers who once met at an audition and are now married in real life – Lauren Yatango-Grant and Christopher Grant. The scene opens as Yatango-Grant walking through the city in a flurry of snow and selecting to play Palace by Sam Smith on iTunes.
She closes her eyes and, lost in the moment, begins a lyrical dance as the sky darkens and a spotlight tracks her movement through the streets. The music stops and reality descends when she dances head-first into Grant, however after she places a bud into his ear, the dance begins again as a pas de deux.
Apple unveils Sway
When the couple breaks apart, daylight reveals the snow has set thickly on the ground. The line reads: ‘Move someone this holiday’.
Apple would not comment when asked which creatives worked on the ad.
The tech giant sees the film as a ‘greeting card’ as much as an ad, hoping it will underscore its values and encourage people ‘to come together, to take care of each other, and to remind that in unity, there is diversity’.
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The TV spot will be broadcast in the US on 23 November and in the UK on 25 November. It follows last year's Frankie's Holiday, which featured a Frankenstein monster moved to sing in public by the spirit of Christmas.