The reason I think this video is great is that it advertised Apple's trade-in compensation program, which replaces old phones, well with a really representative justification, as I mentioned in EP4.
At the same time, it impressed me by adding an element of humane.
In fact, from Apple's perspective, this trade-in program would have been one of the very important programs to lock their consumers in.

So how to sell this program was very important, and this is where Apple's approach stands out.

The marketing of other companies, we have this reward program. How much can you save? It's great, right?
They usually do this kind of marketing.

But unlike other companies, Apple always uses the opposite flow of approaching intentions and objectives first and saying what it made to realize them.

Let's take a look at the ID process of this video
"This Trade In program is very good, and it's a very important program to make the next model available to us in line with the smartphone's two-year lifecycle. How do we pack it well?"
"Before I thought about what this program was, why did it have to come out? What was the intent and purpose of the development?"
"It's about recycling products, reducing material and repair costs, and preventing overuse of resources, so you're getting back what you've done well, and you're giving them new ones at a discount."
"Cutting down material and repair costs is our purpose, and I think that's key to preventing overuse of resources and recycling."
"If the phone is recycled, the environment will be better. I think the key is to tell consumers that."
It showed why this program exists. So how? Tell them that the product you've been using well for two years will be recycled and reproduced for others. That's the order in which they say the program for that is this trade-in.
It's exactly the order of why - how - what.
But it's another thing to do to show this in a video.

One of the things that Apple does well is that in the case of a video advertising a feature or a program like this one,
You know that if you talk about the same purpose or representative thing as Why from the beginning, you might hear that you're just catching too many floating clouds.

So I did it a little differently when I was telling this as a story.
You've been doing something very important with the iPhone, and you've been honouring the consumer,

But he told me that there is this program when I need a new phone.
I told them that it's a pretty good thing because it's recycled and used for someone else
Representatively, I told him plainly that he can protect the environment.

And at the end, the video ends by telling me that using this program is the last good thing you can do with this phone.
What kind of company turns an existing product into a new product, so can we talk about it with such a big reason?
I think this is the real power of Apple's marketing and the source of Apple's brand power.
First of all, the story came out.
Even the story was well packaged with a simple program as a representative reason, but there are traces of thinking a lot about how to implement it.

First of all, the symbol of Trade in, 'Give me an existing phone and get a new phone', is like a symbol of this compensation program, so I think it was necessary. I think I wanted to express the story with on-screen videos and images of smartphones.

So I was thinking about what to show on the smartphone on-screen, and I think I received customer participation in advance to emphasize the authenticity of this program, and I think I selected a customer who was actually using this product and used the pictures and videos that that customer had.

That's why I liked this video,

I was a little disappointed that the blooming video or photos or videos of other people behind this felt properly synthesized, but I liked that they didn't feel different at all because they were images and videos that perfectly covered voiceover.
The tagline was good too, but using this Tradein was a tagline that made me think that it was a really good thing to do.
“Do one last great thing with it.”

Recently, there was another Trade in commercial

https://youtu.be/gu8nRWMvq2k?si=qq6cFbVqCllq7qEK

Actually, this commercial is also very good,
I don't think it touched me or anything by my standards, but rather, I think the video with the above sincerity stays in my memory for a longer time and I look for it.
Anyway, the purpose of this project is not to discover and analyze how many creative videos it has,
I'm trying to find out why the video that touches us and stays in our minds for a long time is like that, so I'll see you in the next review!