Apple has garnered significant attention for its latest Christmas advertisement, titled ‘A Critter Carol’, which was entirely filmed using the iPhone 17 Pro. The two-minute clip showcases a charming winter scene featuring two hikers who accidentally drop their phone, which is then discovered by whimsical, handcrafted critters. These characters, reminiscent of Muppets, film themselves performing the song ‘Friends’ by Flight of the Conchords before returning the device to its owner.
This creative approach stands in stark contrast to Coca-Cola’s recent ad campaign, which has faced criticism for its reliance on artificial intelligence (AI). Fans on social media have expressed their admiration for Apple’s ad, describing it as ‘heartwarming’ and ‘pure holiday magic’. One user noted the authenticity of the handmade elements, stating, “And that’s how you make a lovely holiday spot without AI slop. @CocaCola can learn one or two things here.”
Behind the Scenes of ‘A Critter Carol’
The advertisement was directed by Australian filmmaker Mark Molloy, who emphasized a return to traditional craftsmanship in the creation of the critters. Apple shared an additional behind-the-scenes video that reveals the extensive set designed to recreate a forest environment, complete with life-sized models of various animals such as a raccoon, bear, owl, and squirrel. The production utilized both larger models operated by puppeteers in blue bodysuits and smaller glove puppets, showcasing a tactile approach to storytelling.
Molloy expressed his desire to embrace the artistry of puppetry, stating, “There’s a reality to how we built these creatures but also how we brought them to life that is imperfect.” The result is an advertisement that resonates with viewers on an emotional level, leading to comments like, “Just watched it, honestly got a little dusty-eyed by the end.”
Coca-Cola’s AI Controversy
In stark contrast, Coca-Cola’s recent advertisements have sparked backlash for their use of AI technology. The company has collaborated with multiple AI studios to produce its Christmas campaigns, which critics have deemed ‘soulless’ and lacking in creativity. Coca-Cola’s approach, which aims to save time and money, has drawn ire from audiences who feel that such methods undermine the artistry of advertising.
The soft drink giant’s iconic ‘Holidays are Coming’ campaign, first aired in 1995, traditionally marks the start of the festive season. However, for the second consecutive year, Coca-Cola has opted for AI-generated content, leading to negative reactions from fans who associate the brand with heartfelt holiday messaging.
While the exact production costs for Apple’s advertisement remain undisclosed, it is likely that the budget exceeded that of Coca-Cola’s AI-driven campaigns. Many observers believe that the use of genuine craftsmanship in Apple’s ad may have rekindled a sense of authenticity in holiday marketing, setting a high standard that sparks conversations about the future of creativity in advertising.
As the holiday season approaches, it appears that Apple’s return to handmade artistry has struck a chord with viewers, contrasting sharply with the increasing reliance on AI in the industry. The response to ‘A Critter Carol’ suggests that audiences value sincerity and creativity, especially during a time traditionally associated with joy and connection.
