Apple’s Chinese New Year Ad Is About a Child, a Mythical Monster and Confronting Our Fears

Director Lulu Wang uses iPhone 12 Pro Max to tell a story where wonder meets reality

In the 12-minute video, a young girl befriends a monster despite her parents' attempts to shelter her. Apple

Chinese New Year has quickly become a milestone on the advertising calendar for major brands, especially those looking to establish a stronger foothold in the region and with people of East Asian descent worldwide. Perhaps chief among those is Apple, which has consistently produced cinematic hits in recent years.

@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."