# Tech-Obsessed Holiday Ads Apple's Holiday Commercial Shows Why Kids Are Always on Their Phones By Laura McQuarrie | Published 2014-09-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/holiday-commercial References: [youtube](http://www.youtube.com/watch?v=nhwhnEe7CjE) & [theverge](http://www.theverge.com/2014/8/18/6030481/apple-takes-emmy-award-with-2013s-misunderstood-christmas-ad) In the 'Misunderstood' [holiday commercial](https://www.trendhunter.com/trends/le-mal-aime) from [Apple](https://www.trendhunter.com/trends/apples-mothers-day), the tech company recreates a scene that is all to familiar when it comes to family gatherings. The ad shows a kid who is too busy spending time on his iPhone 5S to partake in the fun that his family is having, as they build smowmen, bake cookies and decorate the tree without him. At the end of the commercial, it's revealed that the tech-savvy kid was using his phone to put together a [heartwarming family video](https://www.trendhunter.com/trends/i-made-a-mixtape-for-you) about all of the fun and festivities. The sweet minute-long Misunderstood Apple commercial was so good, it was awarded a Creative Arts Emmy for being an Outstanding Commercial earlier this year. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 18% | Activity: 60% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What Makes This Trend Stand Out - **Tech-obsessed Families:** Disruptive innovation opportunity: Developing family-oriented apps or digital experiences that encourage meaningful interaction and bonding amidst technology use. - **Emotional Technology:** Disruptive innovation opportunity: Creating emotionally intelligent devices or applications that enhance connections and facilitate impactful storytelling. - **Tech-enhanced Creativity:** Disruptive innovation opportunity: Designing tools that blend technology with traditional creative activities to enhance expression and inspire imaginative play. ### Sectors Adopting This - **Mobile Technology:** Disruptive innovation opportunity: Exploring innovative mobile features or platforms that promote balance between digital engagement and real-life experiences. - **Entertainment and Media:** Disruptive innovation opportunity: Revolutionizing advertising campaigns and content creation to resonate with consumers' emotional needs and values. - **Education Technology:** Disruptive innovation opportunity: Leveraging technology to facilitate collaborative learning experiences and foster creativity in educational settings. ## Related on Trend Hunter - [Emotional Mothers Day Ads](https://www.trendhunter.com/trends/apples-mothers-day.md) - [Warm Tech Holiday Campaigns](https://www.trendhunter.com/trends/a-friend-for-christmas.md) - [Vibrant Snowy Holiday Campaigns](https://www.trendhunter.com/trends/share-the-joy.md) - [Accessibility-Centered Ads](https://www.trendhunter.com/trends/apples-holiday-ad.md) - [Short Film-Inspired Ads](https://www.trendhunter.com/trends/the-underdogs.md) - [Auction-Inspired Technology Commercials](https://www.trendhunter.com/trends/apple-data-auction-commercial.md) - [Emotional Holiday Campaigns](https://www.trendhunter.com/trends/john-lewis-2025.md) - [Charged Phone Ads](https://www.trendhunter.com/trends/apples-miss-you.md) - [Viral Non-AI Christmas Ads](https://www.trendhunter.com/trends/le-mal-aime.md)