Apple has officially dropped its Apple holiday ad for 2025, and this year’s short film, titled A Critter Carol, might be one of the most charming holiday videos the company has ever created.
The ad arrives right on time for the Thanksgiving season and continues Apple’s tradition of storytelling that blends creativity, technology, and heart.
A Snowy Forest, A Lost iPhone 17 Pro, And A Feel-Good Twist
A Critter Carol takes place in a quiet winter forest where a group of handcrafted woodland puppets discover a lost iPhone 17 Pro buried in the snow. Instead of ignoring it, the critters decide to use the device to record themselves singing a song about friendship. The playful cast includes a raccoon, bear, owl, deer, squirrel, and a few other puppets brought to life with impressive craftsmanship.
When the iPhone’s owner later appears in search of his device, he uses the Find My app on his Apple Watch to track it down. That is when he discovers the critters’ wholesome recording. It is a simple moment, but it captures the warm emotional tone Apple is known for during the holiday season.
Shot on the iPhone 17 Pro
Like most year-end campaigns, the Apple holiday ad doubles as a showcase for the iPhone 17 Pro’s upgraded camera features. The entire short film was shot on the iPhone, although the fine print confirms that professional lighting, stabilization, and additional equipment were used.
Here are some of the features highlighted in the ad:
- 8× optical zoom for close-up puppet shots
- Center Stage selfies
- Dual Capture with front and rear cameras
- Improved low-light performance
Director Mark Molloy, an award-winning Australian filmmaker, said he was surprised by how immersive the filming experience felt due to the power of the iPhone 17 Pro.
Behind the Scenes: Handmade Puppets And Woodblock Typography
Alongside the main video, Apple released a behind-the-scenes look that shows how the puppets were built and animated. Every critter was made by hand, and the typography seen throughout the campaign was also carved and pressed from wooden blocks. Apple says this handcrafted approach was meant to highlight the value of genuine human creativity.
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The behind-the-scenes footage also showcases the practical setup used to make the iPhone footage look cinematic. From puppet rigs to custom sets, it is a charming reminder that storytelling is a blend of artistry and technology.
A Warm Holiday Message
With A Critter Carol, Apple stays consistent with what viewers expect each year: a heartfelt short film that blends emotional storytelling with subtle product highlights. The ad focuses less on selling devices and more on celebrating friendship, creativity, and the joy of unexpected moments.
And just like every year, it gives the iPhone a chance to shine in a creative environment where small details matter.
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