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‘Don’t mess with Mother,’ Apple warns with dramatic ad ahead of Earth Day

Ahead of Earth Day on 22 April, Apple has launched a “Don’t mess with Mother” spot featuring serene footages of nature and wildlife shot on iPhone XS.

The video, which lasts about a minute, took a drastic turn in a later half with thunderbolts and volcano eruptions as well as aggression from various fearsome animals such as snakes and sharks. Concluding with a simple tagline “Don’t mess with Mother,” the short film suggests the untoward consequences of environment abuse. It has garnered 6,300 views within a day of release.

While Apple has been known to champion environment causes, the film is also a continuation of its “Shot on iPhone” campaign to promote its smartphone’s camera capabilities. In a separate video posted on the same day on YouTube, Apple unveiled a three-minute behind-the-scenes footage of how the film was shot on iPhone XS. It has received 1,600 views since.

The videos were made together with Camp4 Collective, a production company known for its Sundance Film Festival win on a documentary about the climb up the Meru Peak in the Himalayas.

Meanwhile, in mid-March, Apple also launched a new privacy advertisement that has garnered over 28 million views since. The video cycled through a series of privacy signs such as “no trespassing” and “do not disturb” as well as attempts by people to protect their privacy in different ways. It also featured everyday scenarios where personal privacy were infringed such as when diners’ conversations got interrupted by the waitress, and when a driver looked into another car as a woman did her makeup.

The move comes shortly after its FaceTime bug on iPhone reported by various media outlets in January, allowing callers to listen in to the phone microphone of the other party, regardless whether the call was picked up. Apple has since confirmed and fixed the issue.

The video said, “If privacy matters in your life, it should matter to the phone your life is on”, before concluding with a bold statement, “Privacy. That’s iPhone.” In the description, Apple explained iPhone’s features that reflect that users’ privacy “matters” to the company. They include encryption of iMessage conversations, not keeping a history of users’ routes in Maps, and limiting tracking across sites with Safari. It added that iPhone is designed to “protect your information.”

In June 2018, Apple said that it was shutting down web-tracking tools by Facebook such as “like” buttons. Web browser Safari will ask for permission before allowing the social network to monitor their activity. With the application of the new function, users may choose whether they want to use use cookies and available data and keep their information private.

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