Marketing is a funny thing. You could be like Microsoft and pump millions of dollars into blatantly product placing Windows 8 computers and Windows phones in EVERY single TV show and then reinforcing them with commercials to no avail.

Or, you could be like Apple and release this holiday commercial that barely even mentions the iPhone. But, it’s a perfect ad in every way by flipping the conventional wisdom of people buried in their phones on its heads. Seriously, this is an exceptional ad for Apple and the iPhone’s role in our lives. It also fiercely gives me the warm holiday feels.

Related: Apple has put out a Best of 2013 on iTunes, featuring lists for music, movies, apps, TV shows, books, and podcasts.

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