Some think it’s their best ad ever.
Some think it’s sad.
When I watch it, I think about how the kid is probably fairly introverted and thinks things like holiday parties are kinda tortuous and hard to get through. But, he’s a good kid and loves his family. He’s also creative and likes making stuff. He uses the phone to escape a little bit without having to lock himself in his room or do something else extreme that he has learned doesn’t go over very well.
(Yeah I know it’s just some actor in an ad, but I think marketing towards introverts (50% of the population) is interesting.)