Apple’s heart-warming holiday ad teaches an important lesson

Who’s on Top? – November 19-25, 2018

Leading into Black Friday weekend, spend on national TV commercials saw a healthy bump. Overall spend reached $1.6 billion, while spend on new advertising jumped to $356 million – an increase of 42% compared to the previous week. Surprisingly, during the biggest shopping weekend of the year, none of the top five new advertisers for the week were retailers. This is likely due to many of the top retailers beginning their holiday campaigns earlier in the month, and not necessarily releasing new commercials ahead of Thanksgiving weekend.

Creative Spotlight

Apple launched its annual holiday campaign this week featuring an animated movie telling the story of a young girl, Sofia, hiding her talent as she creates something on her MacBook Pro. Reluctant to let anyone see what she is working on, Sofia finds the daunting task of sharing her creativity can be very rewarding when her papers are blown out the window and inadvertently distributed to the people in her town who seem captivated.

The ad is designed to tug at the heartstrings and while we don’t learn what Sofia is working on, we do walk away with an important lesson about having the confidence to share our creative work – even if we are unsure about it.  


The commercial first appeared nationally on Thanksgiving Day, November 22. So far, Apple has spent $13 million airing the spot, with the majority of spend being placed during NFL and college football games.

This data is part of ongoing reporting we release on a weekly basis. Make sure to check back every week for the most recent data, or contact us to learn how you can discover your competitors’ breaking ads on your own in real–time using our AdScope tool.  Already an AdScope customer? Log in now and see what your competitors are up to.

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