Apple has launched a heartwarming Christmas campaign featuring its new AirPods Pro 2 clinical-grade hearing aid feature.
Devised by creative agency TBWA\Media Arts Lab LA and directed by Smuggler’s Henry-Alex Rubin, ‘Heartstrings’ was launched ahead of the International Day of Persons with Disabilities on 3 December.
It will be rolled out globally across broadcast, digital platforms and social media channels during the festive period.
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According to Apple, the narrative is inspired by the cast’s own experiences and follows a father as he reminisces about memories with his daughter as she opens her presents on Christmas morning.
The ad then follows the pair as she receives a guitar and her father switches on the hearing aid feature on his AirPod Pro 2, allowing him to be able to hear clearly.
The sound design was created by Academy Award-winning sound designer Paul NJ Ottoson.
The brand added that FDA De Novo clearance of the hearing aid feature will help more than one billion people worldwide with “mild to moderate” hearing loss.
