• by Danielle Oster , Yesterday

Apple’s “Gift For Mom” is all about showcasing its spatial video feature, which adds a sense of depth to the format.

The Mother’s Day campaign, created in partnership with Apple’s longtime dedicated agency TBWA/MAL, centers around an extended ad that finds emotional resonance in exploring the challenges and triumphs in the first year of being a mother.

It opens with a woman named Khulan Baasanjav explaining that the first year of a child’s life is so hectic for moms that it's “impossible to remember every type of feeling” experienced during that time.

So Khulan and her partner, Sam Bayaraa, filmed their son during his first year using the iPhone’s spatial video feature. In the emotional ad, he tells her that she’s an “amazing mother” and hands her a Vision Pro headset to experience the spatial video recreation of the first year of parenthood. The spot ends by wishing a happy Mother’s Day “To mothers everywhere.”

Apple rolled out the Vision Pro virtual headset in early 2024, and has been promoting some new features for the device. In March, Apple launched a new immersive video Metallica concert experience for the Vision Pro, filmed in Mexico City during the band’s M72 World Tour. The spatial video feature predates the device, dating back to late 2023.

The Vision Pro was also among the list of Apple products the company claimed are not currently subject to global reciprocal tariffs. Apple CEO Tim Cook estimated the impact to the company’s costs from products that were impacted to be around $900 million.

The campaign follows Apple’s big Airpods 4 ad starring Pedro Pascal and directed by Spike Jonze.