It was a regular weekend evening meeting with my dear friend and consultant, Mr Vermajee. The point of discussion was the recent ‘Apple-Mother Nature status report’ film that excited both of us. A lot has been said about the films. Like any good communication, it has given rise to polarised reactions.
Apple Mother Nature Status Report 2023
It is a dramatic status report on the Apple 2020 promise to be completely carbon neutral by 2030. Apple then promised to innovate and work through materials, clean energy, low-carbon shipping, and restoring natural ecosystems- to ensure it meets the deadline.
Mother Nature (played by Octavia Spenser) needs a status report from Apple’s environmental team. As in every other such status report meeting, the news needs to be good and in alignment with 2030 targets. The advertisement also features Tim Cook.
Powerful Commitment & Confidence
I love the frame where Mother Nature has a faceoff with Tim Cook, who holds the stare because of his commitment and confidence to deliver on the promise. Cook and his team provide logical and good news on every aspect Mother Nature scrutinises.
It is aptly demonstrated that Apple takes its sustainability and carbon neutrality promise seriously. The status report results reiterate the promise with a sense of well-deserved pride.
The boardroom setting, the nervousness, and the evaluative tension are well-crafted and build up naturally.
Saying a Lot
Undoubtedly, the brand had to prioritise the actions to communicate, and there would have been many more fighting for attention. One understands that the brand, in the case of many rare earth elements, completely uses recycled material.
Engaging the Audience even with dry, cold Facts and figures.
I find the ad as powerful as the Think Differently ad. It is a tricky subject that has been well-handled with soft touches. It has the potential to impact the brand image massively. The brand linkages are solid and present throughout the film. The film presents Apple’s first completely carbon-neutral product: the Apple Watch.
A very cut-and-dry factual corporate data has been presented in a very watchable way.
It is engaging and involves the viewer. There is an apparent honesty while detailing the actions taken by the brand. The film adds to the already strong brand values and trust. And that is what a film should do.
Be ready for more Reports.
Like every iconic good film, it will give birth to many more status report ads by corporates in different formats and treatments. They are much needed in a market full of purpose-led statements, promises and communications with the least of references, responsibility, and accountability in delivering on the same.
No News is Not Always Good News
In the Indian context, I don’t remember a brand trying to reach the masses with status reports on sustainability promises or any such purpose. The data, if there, remains hidden or needs to be inferred from statements on their websites or annual reports. Even Tata Tea or Ariel fail on this parameter.
The figures are shared in presentations, which are more about media success in terms of impact and impressions than real change at the ground level. And such reports and facts are presented in the annual reports much away from the glare of public attention.
Net-Net
One believes this is the time for purpose-led brands and companies to willingly present a scorecard and share what has been done and achieved on sustainability claims and promises they have made. How impactful have been the campaigns that have won them the awards?
Meanwhile, Apple bites a second time.
Apple’s ‘HAPPY BIRTHDAY’ film fades before the Mother Nature film. However, it would tick most boxes as a standalone communication, impacting the brand’s trust and preference scores.
I like the way the film has been crafted.
The film takes you on a ride. It is all about happy birthdays. When the audience joins in the overall cheerful mood, the brand shares its product role in saving lives proactiveness and by timely sharing of information. How has it made these Happy Birthdays happen?
Apple always had style in communicating its advantages. The thematic brand films make so much sense, engagingly delivering the message. Watch the films Escape from Office‘, ‘The Greatest- Accessibility’, ‘Apple at Work’ and ‘Your Data is being sold- fake auction’. The ‘Happy Birthday’ is miles ahead in content, context and reliability.
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