Apple has always been genius at branding: from an early memorable commercial which debuted at the Super Bowl to rave reviews (directed by Ridley Scott), revolving around George Orwell’s 1984, to the innovative and eye-catching commercials we see today.
Apple’s latest commercial, entitled “Better”, proves that they are still on top of their game. This moving piece, created for their environmental campaign, makes the viewer feel like apple is not only bettering our technical environment, but also our physical one. The dynamic cinematography, slow-paced editing, and powerful score evoke emotion in the viewer.
“At Apple, we strive to reduce our impact on climate change, find ways to use greener materials and conserve resources for future generations. This video was shot on location at Apple Facilities. Now more than ever, we will work to leave the world better than we found it.” Source
“Better. It’s a powerful word, and a powerful ideal,” Cook says to open the video. “It makes us look at the world and want more than anything to change it for the better. To innovate, improve, to reinvent. To make it better.”
Cook goes on to say that the Cupertino, Calif. company is looking at ways to reduce its environmental footprint across a number of areas, from altering the materials used in its products to increasing their recyclability. He also calls out Apple’s new data center designs and Arizona sapphire plant that are powered entirely by renewable energy.
“We have a long way to go and a lot to learn,” Cook adds. “But now, more than ever, we will work to leave the world better than we found it and make the tools that inspire others to do the same.”
The video is part of an updated environmental responsibility website which Apple has broken out into more descriptive sections — Climate Change, Toxins, Finite Resources, and Our Progress.