A new Apple ad for its AirPods Pro 2 hearing aid feature is garnering significant attention online, with many viewers praising it as a refreshing change from the trend of “woke” advertising this holiday season.

The pro-family ad, titled “Heartstrings,” is evoking strong emotions, with its portrayal of a father with hearing loss at the center of a loving family narrative, rather than depicting him as a bumbling fool.

The two-minute commercial begins with a family opening gifts on Christmas morning. The father, sitting on the couch while the rest of the family opens presents around him, is shown experiencing some degree of hearing loss.

The muffled sounds of wrapping paper and conversation around him help convey his disability to the audience.

The scene shifts as the father reflects on memories of his daughter growing up, with these moments also heard through a muted, distant sound. Then, he inserts the AirPods and activates the hearing aid feature, instantly clarifying the sound.

He hears his daughter playing and singing “Our House” by Crosby, Stills, Nash & Young on her new guitar, reliving those precious moments from her childhood, but now hearing them clearly.

The commercial concludes with the father gazing at his daughter, tears in his eyes, as he fully experiences the connection with her.

The ad has more than 8 million views on YouTube as of Monday morning.

After posting the clip on X, Apple CEO Tim Cook said: “I’m so proud of the many teams across Apple developing powerful technologies that are improving people’s lives. The Hearing Aid feature on AirPods Pro 2 uses your personalized sound profile so you can hear the moments that matter.”

“This is cool,” X owner Elon Musk replied.

Many social media users highlighted how this ad represents a return to wholesome, impactful advertising, offering a stark contrast to the controversial, woke Jaguar ad that drew significant criticism last month.

“Is Apple finally back to being non woke!?” another user said.

“Great commercial. Touching. Family oriented. Not woke!” another agreed.

“I’m stunned. Apple just released the single greatest pro-parenting ad in the history of American advertising. The pro-family cultural revolution is here. Watch. Try not to cry…” podcaster Benny Johnson wrote.

“I don’t know what’s better. The commercial, or the fact that we pushed the culture back to sanity where woke companies are realizing their ideologies were rejected by the American people,” another agreed.

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