There has been a great deal of discussion about the emotional content and impact of Apple’s new “Misunderstood” ad. The ad shows a kid who’s seemingly overly involved with his phone and not participating with an extended family visit and Xmas fun.
The kid is “misunderstood” by his family and, initially, by us. We initially see him as one of those loners, overly involved with technology and lacking in social skills.
He seems to be marginalizing and isolating himself from social interaction — just as smartphone critics charge. But at the end of the commercial (lo and behold) he reveals a video consisting of footage of the family’s holiday adventures. He has been “present” all along.
It makes his mother and grandmother in the ad cry (and potentially us). We realize that good things do come from smartphones and even from those who seem to be too wrapped up in them.
In this way it “subverts” the current anti-smartphone narrative about mobile devices causing isolation and alienation from family and friends. What do you think about the ad and its subtext or message?