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
83 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
83 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
83 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
83 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
83 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
83 months ago
Last year ad "misunderstood" is much better then this one. Imo.
Score: 5 Votes (Like | Disagree)

Top Stories

april 2021 event coverage feature

Apple Event Live Coverage: New iPads, AirTags, and More Expected [Event Over]

Tuesday April 20, 2021 9:07 am PDT by
Apple's virtual "Spring Loaded" event kicks off today at 10:00 a.m. Pacific Time, with Apple expected to debut updated iPad models and perhaps some other hardware such as AirTags or iMac models based on Apple silicon. Apple is providing a live video stream on its website, on YouTube, and in the company's TV app across its platforms. We will also be updating this article with live blog...
m1 imac colors

Apple Announces Redesigned iMac With M1 Chip and Seven Color Options

Tuesday April 20, 2021 10:22 am PDT by
Apple has announced a new, redesigned 24-inch iMac, featuring an M1 chip, a 4.5K display, and a range of color options, as well as an improved cooling system, front-facing camera, speaker system, microphones, power connector, and peripherals. The new iMac features a completely new compact design, and comes in a range of seven striking colors, including green, yellow, orange, pink, purple,...
iphone 12 preorder purple

Apple Launching iPhone 12 and 12 Mini in New Purple Color on April 30

Tuesday April 20, 2021 10:08 am PDT by
Apple today announced that the iPhone 12 and iPhone 12 mini will be available in a new purple color starting April 30, with pre-orders starting this Friday. Apple is also releasing a new MagSafe Leather Case and Leather Sleeve in Deep Violet, a Silicone Case in Capri Blue, Pistachio, Cantaloupe, or Amethyst, and a Leather Wallet in Arizona, all available to order beginning today. iPhone...
14

Apple Says iOS 14.5 Will Be Released 'Next Week'

Tuesday April 20, 2021 11:08 am PDT by
Apple today in a press release about its new AirTag item tracker announced that iOS 14.5 and iPadOS 14.5 will be available starting "next week." iOS 14.5 and iPadOS 14.5 are packed with new features, including the ability for iPhone users who are wearing an Apple Watch to unlock the iPhone with Face ID while wearing a mask. iOS 14.5 and iPadOS 14.5 will also be the minimum software versions...
ipad pro with m1 chip

Apple Introduces Next-Generation iPad Pro With M1 Chip, Thunderbolt, 5G, XDR Display, and More

Tuesday April 20, 2021 10:40 am PDT by
Apple today announced the next-generation iPad Pro with the same M1 chip found in the latest Macs, Thunderbolt and USB4 support, 5G connectivity on cellular models with mmWave support in the United States, and more. With an 8-core CPU and 8-core GPU, Apple says the M1 chip in the new iPad Pro provides up to 50% faster performance and up to 40% faster graphics compared to the A12Z Bionic chip ...
f1618938547

Apple Announces AirTag Tracking Devices Starting At $29 Each

Tuesday April 20, 2021 10:10 am PDT by
Apple today announced AirTag, a Tile-like Bluetooth tracking device that's designed to be attached to items like keys and wallets for tracking purposes, letting you find them right in the Find My app. AirTags are accessories for attaching to backpacks, luggage, and other items. Any U1 device like the iPhone 12 can be used for precision finding to guide you right to the item you're looking...
Ports 2021 MacBook Pro Mockup Feature 1 copy

Stolen MacBook Pro Schematics Confirm Apple's Plans to Add More Ports and Remove Touch Bar

Wednesday April 21, 2021 10:31 am PDT by
Schematics stolen from Apple supplier Quanta Computer outline Apple's plans for the next-generation MacBook Pro models that are expected in 2021, and clearly confirm plans for additional ports and a return to MagSafe. MacRumors saw the schematics after they were leaked online, and some of them feature the logic board of the next-generation MacBook Pro. On the right side of the machine,...
iPad Pro

New 12.9-Inch iPad Pro Will Be 0.5mm Thicker to Accommodate Mini-LED Display

Monday April 19, 2021 11:30 am PDT by
The upcoming 12.9-inch iPad Pro will be thicker than the previous-generation version, likely due to the inclusion of the mini-LED display. We've heard several rumors about the change in thickness, and now leaked design images have confirmed it. A source that designs accessories for Apple devices sent MacRumors a series of photos that feature exact dimensions for the new iPad Pro models, and...
iPad Pro Feature Orange

Wedbush Analysts Say 'Spring Loaded' Event Will Debut New iPads With 'Modest Price Increase,' Along With 'a Few Surprises'

Monday April 19, 2021 6:37 am PDT by
Apple is planning to launch a new entry-level iPad, iPad mini, and iPad Pro at its "Spring Loaded" event tomorrow, along with "a few surprises," according to Wedbush analysts. In a new note to investors, seen by MacRumors, Wedbush analysts Daniel Ives and Strecker Backe explained that the iPad will be the main focus of Apple's "Spring Loaded" event, with new entry-level iPad, iPad mini, and ...
maxresdefault

Apple Event 2021: Everything Apple Announced at Its 'Spring Loaded' Event in Just 6 Minutes

Tuesday April 20, 2021 4:23 pm PDT by
Apple today held its first event of 2021, and it was one of the most exciting events that we've seen in some time. Apple announced a whole slew of new products, including an M1 iMac, an M1 iPad Pro, a refreshed 4K Apple TV, and the long-awaited AirTags. Subscribe to the MacRumors YouTube channel for more videos. It took Apple an hour to introduce all of the new devices during its virtual...