Super Cringe – Or Super Smart? Apple’s Meeting With Mother Nature Is Polarizing the Internet
In the ever-evolving landscape of advertising, Apple has once again taken center stage with its latest campaign, and the reactions have been nothing short of polarizing. Featuring none other than Mother Nature herself, the tech giant’s newest ad has sparked a wide array of responses, ranging from effusive praise to cringe-inducing discomfort.
One of the best piece of (brand) content I’ve ever seen. Real tangibles, focusing on scale and timeliness. Smooth tie back to the product. Deliciously witty. Perfection. No notes. Bravo Apple. pic.twitter.com/srRZCd28KD
— guillaumehuin (@HuinGuillaume) September 12, 2023
When Guillaume Huin, head of social media for Mcdonald’s, called it one of the best pieces of brand content he’d ever seen, reactions were swift and often incredulous.
The first replies were positive, praising the piece and saying that “Tim Apple” did good.
this is incredible
— ck ? (@ckhasthoughts) September 13, 2023
Loved it and the cause it supports ?
— ??????? (@MasterOfAnthony) September 13, 2023
But then the backlash started.
an incredibly well-produced piece of greenwash
— Jacob D’Rozario (@jacobdrozario) September 13, 2023
I hope this is a sarcastic post. I really do
— Pratik (@Pratik_in_Web3) September 13, 2023
Twitter user @corradoamenta, replied to Huin’s tweet, saying he thought the spot was “super cringe” and that Apple had put out way better content in the past. In his own tweet about the spot he wondered if AI had written the script.
Apple: write a cringe, self-aggrandizing script for a spot to show how much we are doing for “Mother Earth”
— CorradoAmenta (@corradoamenta) September 13, 2023
ChatGPT: why not just slow down on product releases?
Apple: just write the script
ChatGPT: ok… if you say so.
Some users commented on the production of the spot.
Watch it without sound for 5 seconds and tell me if there’s any way anyone would stop for it
— Jeff Goldenberg (@jeff_goldenberg) September 13, 2023
an advertising video made for people who work in advertising…
— H (@HugoMiztli) September 13, 2023
cringe, forced and too long! …But well made.
But there was plenty of positive response as well,
One of few companies who have actually made progress and proved it with verification. Call it what you want but they make others look bad in regards to environmental issues. They aren’t perfect but they’re better than most and invest more than most in improving their impact.
— Samuel Carvalho (@SamCarvalho) September 13, 2023
One of the best sustainable marketing stories made. Humanizing the complex jargon around climate action plus adding humor so on-brand, love this.
— Alvaro Bendrell (@alvarobendrell) September 13, 2023
Very effective, w/ the caveat that it would’ve played better w/out the ceo. Execs in these productions project an amateurish, look-Ma-i-made-it (no pun intended) vibe undermining the otherwise entertaining & informative flow. Next time Cook should hire a celeb to “cameo” as Cook.
— Les Le M?n ? DEFEND DEMOCRACY! Auth?r ? (@LesLeMonAuthor) September 13, 2023
Companies will try to replicate this but come up short. There is a layer of vulnerability here that works VERY well. Tim trusts his teams and his creatives.
— xander (@xanderdeluca) September 13, 2023
Whether you think it’s super cringe or super smart, @mattie_bennett brings up what probably matters most to Apple – it’s getting watched, and people are talking about it.
I need to take another shower to wash all the green off me. ?
— MattGPT? (@mattie_bennett) September 13, 2023
Your tweet compelled me to watch it though, so props for that. Have you considered a career in social media? ?
About the Author
Audra Lyn
Audra Lyn writes about trending topics and family life. She is happiest with a cup of tea and something interesting to talk about.