This Non-Woke, Pro-Family Apple Ad Is Making Everyone Cry

A new Apple ad for its AirPods Pro 2’s hearing aid feature is getting a lot of attention online as viewers say it’s the perfect antidote to woke advertising which has become far too commonplace.

The pro-family ad, called “Heartstrings,” is making many viewers emotional. Instead of portraying the family patriarch as a bumbling fool, this ad puts a father with hearing loss at the center of a message that depicts a loving family in addition to promoting a product.

The two-minute commercial opens with a family unwrapping gifts on Christmas morning. The father, who sits on the couch while the family opens presents around him, is presented as having some level of hearing loss. The muffled sounds of wrapping paper and people talking around him help the viewer understand his disability.

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Next, he flashes back through memories of his daughter growing up, with these small moments also heard through a muted lens. Then, the father puts in the AirPods and turns up the hearing aid feature, making the sound clear. He can hear his daughter singing and playing “Our House” by Crosby, Stills, Nash & Young on her new guitar as he experiences the same memories from her youth again, but this time hearing them clearly. The commercial ends as the father looks at his daughter with tears in his eyes.

The ad has close to 8 million views on YouTube as of Monday morning.

After posting the clip on X, Apple CEO Tim Cook said: “I’m so proud of the many teams across Apple developing powerful technologies that are improving people’s lives. The Hearing Aid feature on AirPods Pro 2 uses your personalized sound profile so you can hear the moments that matter.”

“This is cool,” X owner Elon Musk replied.

Plenty of other social media users pointed out how this ad signified a return to wholesome, effective advertising, which is a stark contrast to the woke Jaguar ad that generated a lot of negative attention last month.

“Is Apple finally back to being non woke!?” another reply said.

“Great commercial. Touching. Family oriented. Not woke!” another agreed.

“I’m stunned. Apple just released the single greatest pro-parenting ad in the history of American advertising. The pro-family cultural revolution is here. Watch. Try not to cry…” podcaster Benny Johnson wrote.

“I don’t know what’s better. The commercial, or the fact that we pushed the culture back to sanity where woke companies are realizing their ideologies were rejected by the American people,” another agreed.