Ad Review: Apple’s Climate Change Promise

Apple Ad, Adweek

If you’ve been paying attention this year, you may have noticed that effects of climate change are more present than ever. This year has been bombarded with constant headlines about climate-related crises like wildfires (in the US and abroad), rising sea levels, and droughts. Mounting pressure from consumers, employees, and even investors, has spurred major corporations to announce ambitious commitments to take action against climate change.

The purpose of this post isn’t to comment on whether these actions are too little too late, or better late than never. Instead, I’d like to talk about a specific example of how one company has approached communicating its lofty goals to the public. Take a look at this advertisement from Apple below, which was released at the end of July 2020.

Apple’s Climate Change Promise Ad, Youtube

The Strategy

What exactly is this advertisement trying to accomplish, from a business perspective? Why is it so important to communicate this mission to consumers? According to a study by Nielsen, 73% of global consumers say they would definitely or probably change their consumption habits to reduce their impact on the environment. It’s clear that Apple is building its reputation as a sustainable company to drive customer preference towards them.

However, this ad is particularly timely because of some other external pressures that Apple is facing. It has recently been the subject of a DOJ antitrust probe, and CEO Tim Cook was publicly questioned about Apple’s App Store practices. The company also recently achieved an unimaginable $2 trillion in market value, during a deep recession and global pandemic no less. Because of these recent developments, the public may have existing beliefs that Apple is a cut-throat tech giant looking to dominate the world. This advertisement paints Apple in a totally different light: as a caretaker who wants to secure the future of our planet and our children.

Apple knows that consumers, especially the next generation of younger consumers, have higher ethical and environmental standards for the brands they choose to purchase from. Young people feel climate change is the most important challenge facing the world, ahead of other major issues such as terrorism and violent crime.  They are fearful of what the future will hold if government and corporations fail to take action. Apple acknowledges this fear and addresses the issue head on.

In the ad, Apple makes a public commitment for its entire supply chain to be carbon neutral (aka its entire carbon footprint will be nonexistent) by 2030. This is an extremely ambitious goal that sets it apart from other tech giants and major corporations. For reference, Amazon plans to achieve net zero carbon across its business by 2040, a full ten years after Apple’s promise. Customers have reason to believe that Apple will achieve this impressive goal. As mentioned in the ad, Apple has already reached the goal of carbon neutrality in April 2020. In other words, Apple’s facilities, corporate emissions, and corporate travel don’t contribute carbon to the planet. Now it wants to make that true for its entire supply chain.

So overall, the timing and strategy behind the Apple ad is great. It makes a lot of sense. But it’s the execution itself that is extremely powerful and noteworthy.

The Execution

The viewer’s attention is captured by the quietness of the ad – the context of a silent room with just a whispering narrator and cooing baby— and also by the powerful claim of carbon neutrality by 2030. The way the advertisement focuses only on the baby the entire time without centering any Apple brand elements or products is totally different from other ads I’ve seen that still put visual emphasis on the brand (see the Volvo ad below for comparison).

Volvo Ad, Youtube

The uninterrupted focus on the baby makes Apple’s positioning clear and simple in an authentic way. Apple is telling consumers that it cares about the welfare of our planet and the future of our children, without puffing itself up or tooting its own horn. This will instill favorable thoughts and emotions in the mind of the viewer, who will remember Apple as a “hero” character of this work. Unless you really hate babies, you probably felt all the warm and fuzzies after watching this ad, and those feelings build positive associations with the brand over time.

Apple is no stranger to laying the emotional undertones on thick. Their Thanksgiving ad from last year brought me to tears (grab the tissues and watch below). Because Apple has done similar ads in the past that tie emotional human experiences to the brand, this climate promise ad credibly fits the brand’s ethos. 

Apple “Holiday” Ad, Youtube

The Verdict

Overall, Apple is showing us that it wants to use its powers ($2 trillion worth) for good and communicating this incredible goal in a unique and authentic way. The strategy and the execution of the ad together earn a 5/5 from me.

Rating: 5/5

The views in this article are purely my own. In no way is this article related to, informed by or endorsed by my employer.