Apple: The Emotion of Video

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.

Apple: The Emotion of Video

Additional Resource:
9to5Mac

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Apple: The Emotion of Video

Dove Real Beauty Sketches

This Ad was released a few months ago, but after watching it, I knew it had to be posted.

For the first part of the video, I thought this was just about an FBI trained forensic artists’ ability to sketch out a persons face; with that person behind a curtain describing their features. I was really puzzled how they were going to try and tie Dove to a sketch artist’s ability.

It moved on to numerous people also describing to the sketch artist the features of a stranger they met prior to the sketch.

At the end, people are shown two different sketches side by side; the first sketch is how they described themselves and the second sketch, is the strangers descriptions.

The stranger’s descriptions were regularly more stereotypically attractive and similar to what the subjects actually looked like.

With this Ad, Dove was trying to prove that women really do  see themselves dramatically different compared to what other people see them as.

Dove Real Beauty Sketches Ad:

• The most watched online ad ever, according to Unilever, with over 163 million views globally


• 4.6 billion media impressions; reached 275,000 followers on Google+


• #1 on the Cannes YouTube Ads Leaderboard and won Titanium Grand Prix at 2013 Cannes Lions International Festival of Creativity

Why did this Ad do so well?

It did a great job of using  emotion.  You can literally see the tears in the women’s eyes when they saw the second sketch. Which elicited a strong emotional response from viewers.

David Waterhouse, the global head of content and PR at viral tracker Unruly Media agrees that this video received an intense emotional response of ‘warmth, ‘happiness’ and ‘knowledge’ from its target demographic —which is one of the key factors behind a video’s sharing success.

I loved the message at the end “You are more beautiful than you think”.

Keywest Video Inc. -Corporate Video Blog -Dove Real Beauty Sketches

Dove Real Beauty Sketches