There’s a reason why this Apple ad took home the 2014 Creative Arts Emmy for “Most Outstanding Commercial” for their holiday themed ad titled “Misunderstood.” Since Apple yanked the ad off YouTube a while back, it’s hard to find. But I found a less-than-good quality reproduction of it which I’m posting here. If you missed it in 2014, check it out. Though it was two years ago, the message is still just as relevant.

There’s no doubt that many of today’s adults see electronic gadgets such as iPhones, and social media in general, as a waste of time and hindrance to society. This ad is important and beautiful because it helps shift our perception, which is absolutely necessary in today’s culture. The ad is telling a story of how technology affects our culture and daily lives, which many folks see on the surface as a bad thing. But if we look deeper and seek to understand, we see the beauty that lies within.

There are mixed feelings about social media such as Facebook and the somewhat less-social, LinkedIn. But, as time has proven we must always do, whether we like it or not, we must shift our perceptions and embrace technological advancements. Here’s one such example: Back in 2008, my husband was originally opposed to Facebook. He saw it as a waste of time, and refused to join. He saw no need to connect with people in this manner. A few years later, after some prodding, he finally joined. He began connecting with a few long-lost friends, which was kind of neat. Then, Facebook led him to become socially plugged in through LinkedIn, where he was able to talk with peers in his industry all over the nation, and develop networks that way.

Fast-forward to 2016 when he suddenly found himself unemployed, at a loss, and with no idea of what to do next. The days of pounding the pavement and knocking on office doors with resume in hand are long, long gone. For anyone in today’s world who finds themselves unemployed, being plugged in both online and via social media are absolutely critical. Many “big” companies and even small ones vet out potential candidates for jobs online through social media. In more industries than not, if you have no social media presence, you aren’t considered relevant or useful, and thus, aren’t considered at all.

It’s kind of similar to how credit agencies want you to have at least one credit card, so they can see what your history of payment looks like. You might not want to have a credit card at age 18, but it may be necessary if you want to begin establishing some credit. Likewise, social media presence can make or break you as a job candidate in today’s highly competitive work environment.

My 16 year old son who works a baseline job at a grocery store couldn’t even apply for the job with a paper application and pen. It’s all done online now. Technological skills are a must. Can you imagine the difficulty of a homeless person trying to find a job nowadays? People have the perception that anyone can get a job, but now we have a climate of where even if you walked into a grocery store and asked to apply, you’d be directed to “apply online only.” This is why places like The LGBT Center of Raleigh have a newly opened CyberCenter, to aid with homeless LGBT individuals – who have found themselves homeless from an unaccepting family – so that they can have a safe, warm place to seek and apply for jobs.

My husband, only because he was plugged in through Facebook and LinkedIn, found a coveted position working from home for Amazon.com, and though he’s only three and a half months in, so far it has been the job of his lifetime. He’s regularly recognized for accomplishments, he can flex his hours, and the potential for advancement is limitless. Stumbling across this job was serendipity. He was looking through his contacts on LinkedIn and just happened to see a notification from someone he used to work with at another company who had posted the Amazon.com position on LinkedIn. Had my husband not have had years of networks built up via social media, he would not have even known this job was available.

I love this commercial, because on the surface we see a sulking, selfish, disengaged teenager absorbed and distracted by his iPhone. But when we actually see beneath the surface, we realize that he was not being selfish at all; he was sacrificing living in the moment to make a beautiful work of art for everyone else. A work that could be preserved forever – the ultimate gift for both now and for generations to come. I don’t know about you, but I know how much I treasure my old home movies and photographs.

The commercial obviously shows the wonders of how a movie can be filmed, edited, and presented via an iPhone and Apple AirPlay. But more importantly, it shows us how if we shift our perceptions just a bit, the world can be a much more beautiful place than we thought – even if that means embracing things we don’t understand or agree with.

One thought on “Misunderstood

  1. hopkinsd says:

    I love that it is so sweet but yes immature. I am proud to be your friend Mattie and so proud of Charlie and the special way he is making people think and change

    Sent from my iPhone



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