A new Apple ad for the AirPods Pro 2’s hearing aid feature is catching attention online, with many viewers calling it the perfect counter to the oversaturation of “woke” advertising. The emotional, pro-family ad, titled “Heartstrings,” focuses on a father with hearing loss at the center of a heartwarming family story, rather than portraying the patriarch as a bumbling fool, as often seen in other ads.
The two-minute commercial begins with a family unwrapping Christmas gifts. The father, sitting on the couch while the rest of the family opens presents, is shown experiencing some level of hearing loss. The muffled sounds of wrapping paper and conversation help convey his hearing difficulties to the audience.
The father then recalls cherished memories of his daughter growing up, with these moments also portrayed through muted, muffled sounds. He puts in the AirPods and activates the hearing aid feature, instantly bringing clarity to the sound around him. For the first time, he hears his daughter singing and playing “Our House” by Crosby, Stills, Nash & Young on her new guitar. As he re-experiences those same moments from her childhood, now with clear sound, he is overcome with emotion. The commercial concludes with the father gazing at his daughter, tears in his eyes, touched by the connection brought to life. [see ad below]
The ad has close to 8 million views on YouTube as of Monday morning. After posting the clip on X, Apple CEO Tim Cook said: “I’m so proud of the many teams across Apple developing powerful technologies that are improving people’s lives. The Hearing Aid feature on AirPods Pro 2 uses your personalized sound profile so you can hear the moments that matter.” X boss and billionaire Elon Musk replied: “This is cool.”
Many social media users noted that this ad represents a return to wholesome and effective advertising, in stark contrast to the woke Jaguar ad that attracted significant negative attention last month. “Is Apple finally back to being non woke!?” another user said. “Great commercial. Touching. Family oriented. Not woke!” another agreed.
“I’m stunned. Apple just released the single greatest pro-parenting ad in the history of American advertising. The pro-family cultural revolution is here. Watch. Try not to cry…” podcaster Benny Johnson wrote. “I don’t know what’s better. The commercial, or the fact that we pushed the culture back to sanity where woke companies are realizing their ideologies were rejected by the American people,” another agreed.
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