Trending PR Campaigns
Apple’s The Dreamer
Apple released *The Dreamer*, a holiday short film featuring artwork by Chicago artist Hebru Brantley. A boy’s creativity fades under pressure, then returns when his parents give him a MacBook Neo—a story rooted in Brantley’s own experience of his mother believing in his talent, giving the product promotion a personal, emotional hook.
Why it worked: It tied a new product drop to an auteur-led, biographical short with exclusive original art—news peg plus human backstory journalists can headline.
The lesson: Consider pairing a launch with a creator’s personal origin story and a made-for-press artifact (film, track, zine) they solely produce.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| campaignlive.com | Apple’s holiday film ‘The Dreamer’ is a love letter to the people who see our spark | Campaign US | Thursday 12th November, 2026 |
| adweek.com | Apple’s Heartfelt Holiday Ad Gifts the Power of Belief | Thursday 12th November, 2026 |
| adage.com | Inside Apple’s holiday ad—and how it mirrors the life of the artist behind it | Thursday 12th November, 2026 |
| iclarified.com | Apple Shares 2026 Holiday Ad 'The Dreamer' Featuring MacBook Neo [Video] - iClarified | Thursday 12th November, 2026 |
| appleinsider.com | 'The Dreamer' is just the first of Apple's heartstring-pullers for Christmas | Thursday 12th November, 2026 |
| complex.com | Hebru Brantley Turns Mother's Belief Into Apple Holiday Film 'The Dreamer' | Friday 13th November, 2026 |