Apple Shares Behind the Scenes Look at New Holiday Ad 'The Song'

Over the weekend, Apple released a touching new holiday ad called "The Song," focusing on a woman who found an old record of her grandmother singing a love song to her grandfather, which she then enhanced with her own vocals and musical accompaniments using Apple's tools.

Apple has now released a second video, which offers details on how the spot was created. As explained by the musician who starred the ad, Dana Williams, and vocalist Rhiannon Giddens, a series of recordings were made with a voice-o-graph, a 1940's booth for recording short spurts of audio directly onto a record.


The voice-o-graph used in the spot was supplied by Third Man Records, which is Jack White's indie label. Giddens, voicing the grandmother, sang the "Love Is Here to Stay" audio, and it was then transferred into GarageBand for editing by Williams, who says that she uses the app for recording "basically all of her music." "Anyone who's not tech savvy like myself can just kind of find their way around it," she explains.


"The Song," which highlights both GarageBand and the iPad mini, follows in the footsteps of last year's sentimental holiday ad, "Misunderstood,", which focused on the video recording capabilities of the iPhone.

Top Rated Comments

Armen Avatar
98 months ago
It's a very touching ad.

But of course every complaining MacRumor user had to come and lay down their negative opinion which has NOTHING to do with the commercial.
Score: 15 Votes (Like | Disagree)
laurim Avatar
98 months ago
So laughably hipster
I've come to the conclusion that everything good in the world is "hipster". The term is thrown around so often I really don't know what's not hipster anymore. But I guess if it replaces the offensive "That's gay" slur I can support the usage.
Score: 12 Votes (Like | Disagree)
laurim Avatar
98 months ago
how about you lower the price to make it not such a hard decision to choose iphone over top line android competitors

Says the guy who spent $140 on Beats headphones when audio professionals I know say they aren't very good if you care about accurate sound. If you like a ton of bass, great. If you want to hear the music as it was intended, no.

Buy a used iPhone if you don't like the price of a new one.
Score: 7 Votes (Like | Disagree)
laurim Avatar
98 months ago
i dont use beats in the studio...
sigh.

1st of all you never mix using just one output medium. second of all i really dont think you've heard the beats solo 2. third, you can brand-name drop all you like but at the end of the day you have no idea what you're talking about. buddy.

yes, buddy is gender neutral, get your political correctness anal retention out of here.

Ok, I stand corrected. I figured if you were so worried about paying for an iPhone you probably weren't really at a professional level and buying a Beats headphone was an amateur move you should be encouraged to rethink.

P.S. Calling a woman "buddy" must be a Canadian thing because it just doesn't happen in the US, at least not in my 50 years. I'll have to ask my Canadian friend who is a professional audio engineer aboot that.

----------

In defense of the person replying to your message, it is not "stalking" when using the forum's tools to click on a user's name to see other posts. In fact, I believe it is a good idea to see who you are dealing with when posting a reply.

To get back on topic... I liked the ad, and I found the "making of" video pretty cool.

Thanks for the defense. Before responding, I pretty much always check a person's history of posts to assess their age, technical knowledge and how they tend to operate on the forums (trolling, non-Apple user just starting arguments, etc.). Then I decide whether I want to engage with them.
Score: 5 Votes (Like | Disagree)
laurim Avatar
98 months ago
cool stalking there buddy. im a recording engineer. professional.
I like the sound of the beats solo 2. it's one of the best if not the best on-ear headphones in existence.

look it up. inner fidelity, headfi, whathifi, whatever. if you actually know what you're talking about.

also, it's nice having earphones that everyone else will be listening on when you're mixing.
Ok, I went on Head-fi and someone asked in the forums what headphones professionals use in professional recording studios. No Beats were mentioned. Sony, Sennheiser, Beyer, AKG, others. No Beats. But if you like them, fine. As long as you never mix for cds or radio play, I'm sure that would be good enough. I would highly doubt a professional would want to mix to a distorted version of their music, burn it and then have it sound bad to someone not wearing the same headphones.

P.S. Did you assume I was a guy when you called me "buddy"? lol
Score: 5 Votes (Like | Disagree)
Tankmaze Avatar
98 months ago
Last year ad "misunderstood" is much better then this one. Imo.
Score: 5 Votes (Like | Disagree)

Popular Stories

2022 back to school apple

Apple Launches 2022 Back to School Offer: Up to $150 Gift Card With Mac or iPad

Friday June 24, 2022 5:08 am PDT by
Apple today launched its annual "Back to School" promotion for college/university students in the United States and Canada. This year's promotion offers a free Apple gift card with the purchase of an eligible Mac or iPad, rather than free AirPods like last year. Apple is also offering students 20% off AppleCare+ plans during the promotion. Apple is offering a $150 gift card with the purchase ...
apple ar headset concept 2

Apple CEO Tim Cook Hints at AR/VR Headset: 'Stay Tuned and You'll See What We Have to Offer'

Wednesday June 22, 2022 6:34 pm PDT by
CEO Tim Cook this week did an interview with China Daily, where he once again commented on on the future of augmented reality and hinted at Apple's work on an AR/VR headset. Render via designer Ian Zelbo Cook said that Apple is excited about the opportunities available with augmented reality, which is not too far off from prior comments that he's made, but he went on to say that people should ...
airpods pro 2 1

AirPods Pro 2 Said to Feature Upgraded H1 Chip, Find My, Heart Rate Detection, USB-C and More

Friday June 24, 2022 9:48 am PDT by
The next-generation AirPods Pro could come with a long list of new features that include heart rate detection, the ability to function as a hearing aid, and a USB-C port according to a report from 52Audio. The site claims that it has received new information on the AirPods Pro 2, and it has used that information to provide some renders on what the earbuds might look like. Design wise, there...
customize wallpaper setting ios 16

iOS 16 Beta 2 Tidbits: New Wallpaper Colors, Backup Over LTE, SMS Filtering and More

Wednesday June 22, 2022 2:16 pm PDT by
Apple today seeded the second betas of iOS 16 and iPadOS 16 to developers for testing purposes, and the new betas introduce new features and refine some of the changes that Apple made with the first iOS 16 release. Subscribe to the MacRumors YouTube channel for more videos. Lock Screen Photo Wallpaper Customization When customizing a photo on the Lock Screen, there are two new DuoTone and...
home app ios 16

Apple Confirms iPad Will No Longer Be Supported as a Home Hub in iOS 16

Wednesday June 22, 2022 12:38 pm PDT by
The iPad will no longer be able to be used as a home hub following the launch of iOS 16, iPadOS 16, macOS Ventura, and the HomePod 16 software this fall, Apple confirmed today. As discovered in iOS 16 code by MacRumors contributor Steve Moser, Apple says that the iPad will no longer be supported as a home hub. This information will be displayed in the Home app after updating to iOS 16.A home ...
apple ar headset concept 1

Apple Rumored to Announce 'Game-Changer' AR/VR Headset in January 2023

Friday June 24, 2022 2:52 am PDT by
Apple is "likely" to announce its long-rumored mixed-reality headset as soon as January 2023, Apple analyst Ming-Chi Kuo has reiterated. Concept render based on purported leaked information by Ian Zelbo In a detailed post on Medium, Kuo explained that Apple's headset will be a "game-changer" for the augmented-reality and virtual-reality market. Describing some of the headset's...