Watch how Apple made its new puppet-packed holiday ad | The VergeSkip to main contentThe homepageThe VergeThe Verge logo.The VergeThe Verge logo.TechReviewsScienceEntertainmentAIHamburger Navigation ButtonThe homepageThe VergeThe Verge logo.Hamburger Navigation ButtonNavigation DrawerThe VergeThe Verge logo.Login / Sign UpcloseCloseSearchTechExpandAmazonAppleFacebookGoogleMicrosoftSamsungBusinessCreatorsMobilePolicySecurityTransportationReviewsExpandLaptopsPhonesHeadphonesTabletsSmart HomeSmartwatchesSpeakersDronesScienceExpandSpaceEnergyEnvironmentHealthEntertainmentExpandGamesTV ShowsMoviesAudioAIVerge ShoppingExpandBuying GuidesDealsGift GuidesSee All ShoppingCarsExpandElectric CarsAutonomous CarsRide-sharingScootersOther TransportationFeaturesVideosExpandYouTubeTikTokInstagramPodcastsExpandDecoderThe VergecastVersion HistoryNewslettersExpandThe Verge DailyInstallerVerge DealsNotepadOptimizerRegulatorThe StepbackArchivesStoreSubscribeFacebookThreadsInstagramYoutubeRSSThe VergeThe Verge logo.Watch how Apple made its new puppet-packed holiday adComments DrawerCommentsLoading commentsGetting the conversation ready...NewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsEntertainmentCloseEntertainmentPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All EntertainmentTechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechWatch how Apple made its new puppet-packed holiday adInstead of CG or AI, Apple used furry puppets to make its A Critter Carol festive ad.Instead of CG or AI, Apple used furry puppets to make its A Critter Carol festive ad.by Andrew LiszewskiCloseAndrew LiszewskiSenior Reporter, NewsPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Andrew LiszewskiNov 27, 2025, 4:18 PM UTCLinkShareApple’s new holiday ad stars a forest full of woodland creatures. Screenshot: YouTube / AppleAndrew LiszewskiCloseAndrew LiszewskiPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Andrew Liszewski is a senior reporter who’s been covering and reviewing the latest gadgets and tech since 2006, but has loved all things electronic since he was a kid.While companies like Coca-Cola turned to generative AI to create “visually jarring” holiday ads this year, Apple continues to embrace practical effects with its new festive short film called A Critter Carol featuring a forest full of tech-savvy woodland creatures.In the ad a hiker drops their iPhone 17 Pro, which is found by a curious raccoon who uses it to shoot an impromptu performance of the song “Friends” by Flight of the Conchords, along with other animals including a bear, wolf, owl, deer, squirrel, and rabbit. The phone is eventually retrieved by the hiker, who uses their Apple Watch to locate it.Similar to how the new Apple TV intro was created by filming a glass model of the logo illuminated with colored lights, Apple released a behind-the-scenes look at the practical effects used to make A Critter Carol. There were lots of blue screens and blue bodysuits used that allowed the forest set to be digitally extended and human performers to be removed in post-production, but the critters were all hand-crafted puppets brought to life by a small army of puppeteers controlling various body parts. 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Apple’s recent holiday advertisement, titled “A Critter Carol,” presents a deliberate and striking contrast to the increasingly prevalent use of artificial intelligence, specifically generative AI, in holiday advertising campaigns. Rather than employing computer-generated imagery or AI-driven visuals, Apple opted for a highly tactile and meticulously crafted production utilizing practical effects and hand-built puppets. The core narrative centers around a hiker’s lost iPhone 17 Pro, discovered and repurposed by a curious raccoon who spontaneously performs “Friends” by Flight of the Conchords, alongside a diverse cast of woodland creatures – a bear, wolf, owl, deer, squirrel, and rabbit. The advertisement cleverly demonstrates the utility of Apple’s ecosystem, specifically the iPhone 17 Pro and Apple Watch, in resolving the lost item’s retrieval.

The production’s success hinges on the substantial investment in physical artistry. Numerous blue screens and matching blue bodysuits were utilized to facilitate the extension of the forest set through digital means. Crucially, the animals themselves were not digitally created but were individually crafted puppets, brought to life by a dedicated team of puppeteers controlling various aspects of their movement and expression. This approach underscores Apple’s commitment to tangible results and emphasizes the brand’s longstanding tradition of incorporating practical effects into its marketing strategies. Notably, the entire campaign was filmed on the iPhone 17 Pro, highlighting the device’s capabilities and positioning it as a tool for both creative expression and problem-solving.

The decision to employ a predominantly practical approach aligns with a broader trend within the tech industry where companies are reacting to the concerns around the potential for AI to create unsettling or ‘jarring’ visuals – as exemplified by other brands' use of AI for their holiday advertisements. By favoring handcrafted puppets and live performers, Apple asserts a commitment to authenticity and a more considered aesthetic. This strategy allows for a greater degree of control over the final product, mitigating the perceived risks associated with novel, and potentially unpredictable, AI-generated imagery. The resulting narrative, while lighthearted and entertaining, ultimately serves to showcase the integration of Apple’s diverse product portfolio – the iPhone, Apple Watch, and the ecosystem’s overall functionality – within a familiar and relatable context, reinforcing the brand’s image as both innovative and grounded in practical solutions. The advertisement’s success therefore relies not on technological novelty, but on the skillful execution of a tried and true technique emphasizing genuine artistry and human coordination.