Apple’s Emotional Odyssey Advert: The Lost Voice

In this commercial

TV Commercial Review

Heart or Humor


It blends emotion, technology, and creativity

As we dive into Apple’s latest cinematic venture, ‘The Lost Voice,’ directed by the ever-eclectic Taika Waititi, prepare for a rollercoaster of emotions. This short film, far from being just a tech showcase, is an enchanting tale that intertwines human connection, disability awareness, and cutting-edge technology. Let’s unpack this poignant piece that takes us from whimsical forests to the profound depths of human experience.

Apple The Lost Voice
A heartwarming odyssey through an enchanting world
  • Narrative Depth: The film masterfully weaves a touching story that resonates with audiences, highlighting the importance of voice and communication.
  • Technological Innovation: Showcasing Apple’s Personal Voice and Live Speech features, the film brilliantly integrates technology into its storytelling, emphasizing its real-world impact on people with speech impairments.
  • Creative Direction: Taika Waititi’s unique style brings a blend of humor, heart, and a touch of the fantastical, making the film not just informative but truly engaging.
  • Technical Jargon: For some, the tech aspects might be a bit dense, overshadowing the narrative’s emotional core.
  • Predictability: The storyline, while touching, follows a somewhat predictable path, potentially diluting the impact for more discerning viewers.
Apple The Lost Voice girl ad
Innovation speaks volumes: Apple’s technology touching hearts.

In ‘The Lost Voice,’ Apple and Taika Waititi have conjured a world where technology meets humanity in the most heartwarming way. Despite a few hiccups in balancing tech exposition with narrative, the film successfully showcases how technology can genuinely enhance lives. It’s a tech-laden tearjerker that hits the right notes, making us all wish we had a giant furry friend to help find our lost voices.

Apple The Lost Voice frog ad
The frog: Taika Waititi’s magical touch breathes life into a technological fairy tale.
  • Memorable (85/100): The film leaves a lasting impact through its emotional storyline and innovative tech showcase, though it slightly misses the mark in delivering a completely unforgettable narrative experience.
  • Effective (90/100): Excellently demonstrates the practical and emotional benefits of Apple’s accessibility features, effectively reaching its intended audience with a compelling message.
  • Style (88/100): Waititi’s distinct style adds a layer of charm and uniqueness to the film, though it sometimes overshadows the simpler, more poignant aspects of the story.
  • Heart/Humor (92/100): The film’s greatest strength lies in its emotional depth and subtle humor, resonating deeply with viewers and showcasing Waititi’s skill in balancing both.
  • Execution (100/100): While the integration of technology and narrative is mostly seamless, there are moments where the balance tilts, slightly affecting the overall cohesion of the film.
Apple The Lost Voice commercial
A story where every word echoes with emotion and innovation.

It’s rare to encounter a piece that transcends its commercial nature to touch the soul. Apple’s “The Lost Voice,” directed by Taika Waititi, does just that. This short film is a masterclass in emotional storytelling blended seamlessly with technological innovation.

Waititi’s direction brings a delightful balance of whimsy and depth, turning what could have been a standard tech demo into a touching narrative about the human experience. The story of the little girl and her fantastical journey to find her ‘lost voice’ is an ingenious metaphor for the challenges faced by those with speech impairments. The film’s climax, revealing the grandfather’s use of Apple’s technology, is both a surprise and a heartwarming resolution.

This film demonstrates how technology can be a lifeline for those in need, not just a tool. It’s a poignant reminder of the power of communication and how technology can preserve the essence of our humanity. “The Lost Voice” is a triumph, not only as a piece of marketing but as a short film that resonates with viewers on a deeply personal level. Through Waititi’s lens, Apple delivers a message that’s both innovative and profoundly human.

Disability communities are very mindful of proxy voices speaking on our behalf,” Ingham says. “Historically, providers have spoken for disabled people, and families have spoken for disabled people. If technology can allow a voice to be preserved and maintained, that’s autonomy, that’s self-determination.”
It was really straightforward, I was quite relieved,” he says, remarking on the voice coming from his iPhone: “I’m really pleased to hear it in my voice with my style of speaking, rather than an American voice, or an Australian voice or a U.K. voice.

Apple The Lost Voice advert
Apple The Lost Voice advert: Where fantasy meets reality: Apple’s tech weaving a tale of hope.

Taika Waititi, a name synonymous with a distinctive blend of humor and heart, has cemented his place as one of the most unique voices in contemporary cinema. Born on August 16, 1975, in Wellington, New Zealand, Waititi’s journey in the world of film is a colorful tapestry of creativity, cultural exploration, and storytelling genius.

Beginning his career in the arts with a focus on painting and photography, Waititi’s foray into filmmaking was marked by his short film “Two Cars, One Night.” This early work earned him an Academy Award nomination and set the tone for his signature style: a blend of whimsical humor and poignant, often heartfelt storytelling.

Waititi’s Maori heritage plays a pivotal role in his work, infusing it with a richness and authenticity that speaks to his roots. His feature film “Boy,” set in New Zealand, showcases this beautifully, blending the local culture with universal themes of childhood and family. This ability to balance the specific with the universal has won Waititi a global audience.

His versatility as a filmmaker is evident in his diverse portfolio. From the vampire mockumentary “What We Do in the Shadows” to the Marvel Cinematic Universe’s “Thor: Ragnarok,” Waititi has easily navigated different genres, all while maintaining his unique voice. His adaptation of “Jojo Rabbit,” where he daringly took on the role of an imaginary Adolf Hitler, is a testament to his boldness and creative vision, earning him an Oscar for Best Adapted Screenplay.

Waititi is also an actor, writer, and producer, showcasing his multifaceted talent across various projects. His involvement in the “Star Wars” universe and numerous upcoming projects, including a rumored “Star Wars” film, keeps his fans eagerly anticipating.

In essence, Taika Waititi is more than a filmmaker; he’s a storyteller who weaves magic into the fabric of cinema, blending the absurd with the profound and leaving audiences laughing and deeply moved. His work is a celebration of the human spirit, told through an irreverently funny and deeply empathetic lens.

A whimsical quest through imagination – unraveling the magic of voice.



An enchanting tale.

Heart or Humor9.2
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