Apple has launched its 2024 holiday ad, Heartstrings, a deeply emotional short film that highlights the company’s groundbreaking Hearing Aid feature on the AirPods Pro 2.
Directed by Emmy winner and Academy Award nominee Henry-Alex Rubin, the ad tells the story of a father with mild-to-moderate hearing loss and his relationship with his daughter. The campaign also aligns with International Day of Persons with Disabilities (December 3), underscoring Apple’s commitment to making assistive technology more accessible.
The film follows a father who struggles with hearing loss as he watches his daughter open a new guitar on Christmas morning. Through his eyes, we hear how hearing loss impacts his experience. As the story unfolds, the father activates the Hearing Aid feature on his AirPods Pro 2, which restores his ability to hear clearly.
The film culminates with a powerful moment: he is finally able to hear his daughter’s heartfelt performance of “Our House” by Crosby, Stills, Nash & Young.
This emotional turning point illustrates how the AirPods Pro 2’s new feature helps reconnect people to life’s most important moments.
The ad’s sound design, led by three-time Academy Award winner Paul N. J. Ottosson, authentically portrays the experience of hearing loss. By adjusting sound frequencies and volumes, Ottosson brings the father’s hearing challenges to life, immersing viewers in his world before and after activating the Hearing Aid feature.
The AirPods Pro 2’s FDA-cleared Hearing Aid feature provides a clinical-grade hearing solution for those with mild to moderate hearing loss. This innovation is a game-changer for the 1 billion people worldwide affected by hearing loss, offering an easy-to-use, portable solution to improve hearing on a daily basis.
Launched ahead of International Day of Persons with Disabilities, Heartstrings reflects Apple’s long-standing commitment to accessibility. By integrating hearing support into AirPods, Apple makes hearing assistance more accessible than ever, giving people the tools to connect with the world and loved ones more fully.
The campaign will roll out globally across broadcast, digital platforms, and social media throughout the holiday season.
Credits:
Agency: TBWA\Media Arts Lab, Los Angeles
Director: Henry-Alex Rubin
Production Company: Smuggler
Post-Production Company: Trafik
Editing: Cabin
Director of Photography: James Laxton
Music: Cover of “Our House” originally written by Graham Nash
