The emotional christmas advertisement Apple follows the journey of a father living with hearing loss as his daughter advances each year with her guitar playing skills. Titled “Heartstrings,” the ad was created by Apple’s agency, TBWAMedia Arts Laband has also been launched on the occasion of the International Day of People with Disabilities on December 3.

This is yet another effort by Apple to promote disability representation in advertising and amplify the notion that technology improves everyday experience and broadens personal horizons. Directed by Smuggler director Henry-Alex Rubin, “Heartstrings” thus promotes a new headphone feature on AirPods.

The story of father and daughter, full of memories, sounds like the chords of a guitar and “Our House”, by Crosby, Stills, Nash & Young, as a common thread. But Apple has made an effort to give realism to the story through a skillful manipulation of frequencies and volumesso that the modulations vary as the advertisement develops. The sound design has been carried out by the Swedish Oscar winner, Paul NJ Ottosson.