Apple’s Christmas advert: “A Critter Carol”

Apple’s Christmas advert is a handcrafted story made with puppets.

It seems that this year brands are determined to surprise us with their Christmas commercials. Examples like the Suchard Christmas ads or the brilliant John Lewis holiday campaign are proof of this, with stories full of wit and creativity.

And one of the latest brands to launch its Christmas campaign has been Apple, which brings us a handcrafted puppet story where the company seems to opt for creativity at a time when many are using AI without restraint.

Apple – A Critter Carol

The Apple Christmas advert is titled “A Critter Carol”. It was created by TBWAMedia Arts Lab and directed by Mark Molloy. The campaign was filmed with an iPhone 17 Pro on a physically constructed set in Prague.

The piece features a choir of forest creatures —handmade puppets— performing a version of the song “Friends” by Flight of the Conchords. To bring these characters to life, Apple relied on teams of puppeteers who added an emotional, handcrafted touch, reinforcing the closeness of the creative process.

The result is an advert full of humor, musicality, and a classic winter atmosphere. It blends Christmas aesthetics with a deeper message: technology is relevant when it amplifies the creativity of those who use it. The campaign, faithful to the “Shot on iPhone” philosophy, demonstrates the technical capabilities of the device without overshadowing the human factor.

According to Mark Molloy: “The intention was to show that the magic of Christmas doesn’t lie in perfection, but in what is built with dedication and humanity. We wanted to embrace the tactile nature of puppetry. I was very eager to return to craftsmanship.”

Making of Apple Christmas Advert 2025

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