Apple has received widespread acclaim for its latest Christmas advertisement, which was entirely filmed using the iPhone 17 Pro. Titled “A Critter Carol,” the two-minute video showcases a heartwarming narrative featuring handcrafted puppet models in a winter woodland setting. This marks a clear departure from the trend of utilizing artificial intelligence (AI) in advertising, a choice that has led to some humorous comparisons with Coca-Cola’s recent AI-generated ads.
The ad opens with two hikers navigating a beautifully crafted snowy landscape. One hiker accidentally drops his iPhone, which is soon discovered by a group of Muppet-like critters. The charming puppets then film themselves performing the song “Friends” by the Flight of the Conchords, ultimately returning the phone to its owner. Apple’s decision to rely on real craftsmanship rather than AI has resonated with fans, who have labeled the ad as “adorable” and “pure holiday magic.”
Fan Reactions and CEO Remarks
In a post on X (formerly Twitter), Tim Cook, CEO of Apple, shared the advertisement accompanied by the caption, “Holiday cheer, a little bit of magic, and a whole lot of heart, captured on iPhone 17 Pro by a few handmade puppet friends!” Audience reactions included a mix of nostalgia and appreciation for the handmade approach. One user remarked, “Just watched it honestly got a little dusty-eyed by the end. The puppets, the song, all shot on iPhone… it’s pure holiday magic. Well played, Apple.”
Fans took to social media to express their delight, with one commenter noting, “That’s how you make a lovely Holiday Spot without AI slop. @CocaCola can learn one or two things here. Happy holidays.” This comment reflects the ongoing debate regarding AI’s role in creative industries, with many critics arguing that AI-generated content lacks the emotional depth and authenticity found in traditional craftsmanship.
Behind the Scenes of “A Critter Carol”
Apple also released a behind-the-scenes video, directed by Mark Molloy, providing insight into the making of the advertisement. The production featured a large set designed to replicate a forest, with life-sized models of various woodland animals including a raccoon, bear, and owl. During filming, larger animal models were operated by crew members in blue bodysuits, later digitally edited out, while smaller puppets were manipulated by staff hidden from view.
Molloy emphasized the importance of traditional craftsmanship, stating, “I wanted to embrace the tactile nature of puppetry and was really keen to go back to craftsmanship.” This commitment to authenticity may have contributed to the positive reception of the advertisement, especially in contrast to Coca-Cola’s previous AI-generated commercials.
Coca-Cola’s recent ads have faced backlash for their reliance on AI technology. Critics have labeled the AI-generated content as “soulless” and “lazy,” questioning the creative direction of a company valued at over $300 billion. Despite the controversy, Coca-Cola has continued to pursue AI-generated content, aiming for efficiency in production.
As the holiday season approaches, Apple’s “A Critter Carol” stands out as a celebration of traditional storytelling, resonating with audiences who appreciate genuine craftsmanship over digital creation. The contrast between Apple’s heartfelt approach and Coca-Cola’s AI-driven advertisements serves as a reminder of the ongoing conversation about the future of creativity in advertising and the arts.
