Apple: The Surprise

The holiday season is a wonderful time of year that brings families together to celebrate and reconnect with one another. But amid the rush, it's sometimes easier to find ways to occupy your kids when things get hectic. Busy parents often rely on iPad to engage their kids and some might assume this means passive viewing. The truth is that iPad allows anyone to be creative and when you put an iPad in a child's hand, it can help them express and share their unique creativity in the most inspiring ways.
Agency: TBWAMedia Arts Lab


Directed by Smuggler's Mark Molloy, Apple's holiday film, 'The Surprise', follows a family trip to grandpa’s house for the holidays as parents navigate the challenges of travelling with young girls. The parents use iPad to keep their daughters entertained so the adults can focus on helping grandpa cope with a recent loss. But instead of passively consuming, the girls begin sifting through old family photos and videos to create something special on iPad. On Christmas morning, they present their creation and everyone is brought to tears. The device the parents thought was just for entertaining has allowed the girls to express themselves in the most personal and unexpected way. The message is simple: iPad is not a passive tool for consumption, but in fact an active tool for expression. 'The Surprise' is an important reminder that the best thing you can give someone this holiday is a little more of yourself.