This video gave me a gentle resonance, so I will talk about what it was.

When I first watched the video, I was moved, but I didn’t think I had much to say.

After thinking about why I was moved, I found something to talk about. Haha

Let’s get started.

First, why did Apple make this video?

They wanted to convey the message that “Apple is doing a good job of carbon neutrality.” It’s in the ‘More’ section.

But why did they do this in the video?


This is how Apple plans videos, and how it differs from other companies.

Even if Apple has a message to convey or a new feature to announce, it never starts with that.

They approach it by asking why it needs to be announced.



‘I want to talk about the fact that Apple is doing a good job of carbon neutrality, but why is it doing this?’

Let’s focus on the why part and move on.

“Why do we go carbon neutral?”

“Because it’s to protect the environment.”

“Then why do we protect the environment?”

“Because it’s to protect the Earth.”

“Then why do we protect the Earth?”

“We have to protect the Earth to survive.”

“But the Earth’s time and our time are different. Everyone is busy making a living from day to day. How can we have an impact right now if we say we’re protecting the Earth?”

“That’s right.. protecting the Earth.. is a pretty big concept and a good expression because it’s meaningful.. but it doesn’t resonate with the average person. So how can we express it in a way that makes it resonate with the average person?”

“What do we all think is important regardless of gender, age, or race? Something we think we should protect.”

“If there’s a closer concept than the Earth… the environment… maybe it’s my family, me, and the people around me?”

“Well, in the end, they’re people, right? Then they’re people… but if you think about protecting the Earth just to protect this family, it feels a bit jumpy… Isn’t there something better? A person who is directly affected by this environment? “

“Climate crisis experts? People who are directly affected by the environment??”

“No, no, they’re not people around everyone.”

“Let’s go back to my family, me, and the people around me.”

“It takes time for the environment to get worse… Our children?”

“Yes, I think this is it. Our children… Our next generation… I think they’re the right answer.”

“Then let’s show them and show them our commitment to them.”

“Let’s create a message that everything we’re doing now is for you and that we exist for you. This is also in line with our philosophy at Apple.”

The initial starting point of the plan must have been here.

There are things we want to talk about and convey, but we never start there. Instead, Apple's approach is to be pathologically obsessed with why they are doing this and why they have to do it.

In reality, rather than what Apple is doing for the environment, I thought it was more fundamental to let people know what kind of vision Apple has for dealing with this environment, and so I did this.

In fact, in this video, Apple doesn't talk at all about what detailed actions they are taking regarding carbon emissions. That's discussed in the More section of the video and on the Apple.com/2030 page.


This video had to make an impact. It had to make people emotionally moved while also showing how much Apple, as a company, is serious about protecting the environment.

To do that, they showed a young child, and this young child symbolizes the Next Generation.

Then, they must have had another problem here. They wanted to talk about this for the next generation, but how would they talk about it in the most impactful way? While thinking about this, I think this idea came out among many others.

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When parents see their babies sleeping, they think about what they can do for them and think, “I should do everything I can for this baby.” But sometimes, they make a “pledge” to their baby and say it out loud. To their sleeping baby. “xX, you are my purpose and reason for living. I will do everything I can for you.”

This perspective is exactly what I used in this video. The monologue and “pledge” I make to my baby while looking at it was the core concept of this video.

There must have been an idea to show scenes of young children running around, taking classes, and having fun while doing a voiceover. However, I think the decision-making process should focus more on the message itself that is being said through the voiceover. In that sense, I think it might seem visually distracting if I showed many scenes of children playing or being educated.

I think this point was an important decision that impressed me.

There isn't much movement in the actual visuals. However, from the perspective of a real parent looking lovingly at his or her baby sleeping, I showed various parts of the baby in close-ups.

That's probably how this concept came about. In addition, for the visuals, since we were talking about the environment, I think I paid attention to the background and colors that could only focus on the baby, and the surroundings weren't too dirty or messy.

Anyway, the script came out like this to capture this concept:

Hello, Edan. What a beautiful name. It means "magic." You don't know us.

You won't understand what we're about to say, but one day, Edan, you will.

Because we want to make a promise. We want to be held to it.

And every year, for years to come, we'll remain committed to it.

A promise between you and us and the planet. We promise that everything we make,

the way we make it, and even how you use it, will be carbon neutral by your tenth birthday.

That might not sound much to you, Edan, but believe us,

it's not a promise that's easy to keep. But it's one we intend to do. Promise.

The script quality is great. It seems like it was written by a professional scriptwriter.

First of all, it's a monologue to a young baby, but it's not actually from the perspective of a parent.

However, the expression "We" symbolizes the group called Apple.

Since it's told from the perspective of a promise to a baby, there wasn't a single difficult story.

Instead, it was told from the perspective of the child. For example, "When you turn 10, we will be completely carbon neutral."

While reviewing this video, I think I can say that it may seem like a simple video, but a lot of thought went into it, and the result was a quiet but resonant one.

In fact, these brand videos are not videos that directly advertise the product, so they are not videos that companies make a lot.

Nevertheless, the reason why these brand videos are necessary is because they create the image of the brand. These videos need to accumulate to form the image of the brand.

And this video is licensed indefinitely, so Apple will never take it down from the channel.

If you go to the Apple YouTube channel, you will see that all the product-related advertisement videos disappear after a year or two, right?


But these brand videos remain even after several years. They must have licensed the Aina voice actor indefinitely, but they decided that these brand videos should continue to exist.


Even if this product has the same performance, who makes it?

What kind of mindset does the group have in making it?

Apple believes that videos that clarify the brand identity are necessary for mid-to long-term brand awareness and identity imprinting, even if they do not affect product sales immediately.


Also, there are many reasons why people buy products,

not just because Apple products are good and they compare and buy them,

but also because they love Apple and it's Apple, so they buy whatever comes out.


In that sense, I want to say that for a brand to last long, it needs to produce brand videos and advertise them regularly, not just the products it sells right now.

See you in the next episode!