Apple’s 2023 holiday season advertising campaign, “Fuzzy Feelings”, Set in London, UK, the 3.55 minute commercial features a woman whose feelings of resentment at her treatment in the office are creatively played out in her home animation studio. We are introduced to her boss walking down Devonshire Rd in Chiswick, London. His stingy actions are followed by a series of unfortunate incidents, set to George Harrison’s 1970 track “Isn’t it a pity”. The camera pans out to reveal the woman using an iPhone 15 Pro Max to capture her stop motion film project, using a 15-inch MacBook Air with an M2 to edit it. Time and time again, her disappointment at her treatment in the office is played out in cruel pay-back animation. Finally, however, the boss turns up in real life with a thoughtful Christmas gift, and is revealed to be human after all. The ad finishes with the tagline, “You make the holidays”. Apple’s notes on the YouTube video invites viewers to see one another with generosity. “Creativity has the power to change the way we see each other, and the world. Sometimes, seeing things through a new lens can make all the difference.”
Shrunken snowplow. Minuscule suit buttons. Tiny irons. A whole lot of heart. Apple’s behind-the-scenes video features animation director Anna Mantzaris talking about how she used the iPhone 15 Pro Max to capture every stop-motion moment in the commercial.
Apple Fuzzy Feelings Credits
The Fuzzy Feelings ad was developed at TBWAMedia Arts Lab.
Filming was shot by director Lucia Angelo via Hungry Man with director of photography James Paxton. and animation director Anna Mantzaris via Passion Pictures.
Music is “Isn’t It a Pity” by George Harrison from his 1970 solo album All Things Must Pass.
Isn’t it a pity
Now, isn’t it a shame
How we break each other’s hearts
And cause each other pain
How we take each other’s love
Without thinking anymore
Forgetting to give back
Isn’t it a pity