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Culture

Apple preaches inclusiveness with Frankenstein's monster

Technically Incorrect: Apple's Christmas ad features Frankenstein's monster facing rejection. Will anyone warm to him?

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.


Frankie goes to Hollywood?

Apple/YouTube screenshot by Chris Matyszczyk/CNET

Oh, you rebellious tech companies.

We're supposed to be happily divisive right now, but you have to carry on with your kumbaya, embrace-all-the-people-of-the-world messages.

First it was Amazon offering a message for the holidays that confronted Islamophobia. Now along comes Apple with its own holiday ad, which suggests that even monsters are alright. Specifically, Frankenstein's monster.

He's been alone in the mountains for a while, and he's tired of being a monster. Yes, even monsters get fed up with who they are and how they behave.

So he makes a long trek through the snow to find human succor. But first he records a festive ditty on his iPhone. Who wouldn't imagine that monsters have iPhones?

He arrives in a little town, and he's not immediately welcome. Well, he's a shabby, frightening sort. Worse, he inserts little Christmas lights into his neck and lights them up. Who does that?

Then he tries to serenade the locals. They're not moved. Well, other than being freaked.

But this is Hollywood-esque. So you know that a child will come in, save the day and teach those silly adults how to be human.

The message at the end: "Open your heart to everyone."

I wonder how much heart-opening there will be in the coming year. And how much heart-stopping.