This is the secret to Apple’s advertising that touches people’s hearts | Feel Good Weekly

As we enter December, Christmas advertisements from various companies are arriving as expected. Unexpectedly, the advertisement that gave me the warmest and surprising feeling of a Christmas advertisement this year was actually Apple’s latest accessibility promotional short film “The Lost Voice.”

Apple has always been a great storyteller. Many of the Apple advertisements that have particularly impressed me in the past few years are advertisements with themes related to Apple's social corporate responsibility functions – turning originally niche themes into stories to allow users to understand and empathize.

This issue of Feel Good Weekly will focus on this theme.

First, let’s take a look at Apple’s new short film “Lost Voices” released to celebrate today’s International Day of People with Disabilities.

Looking for the story of the voice

At the beginning of the story, the little girl encountered a cute, furry, pink and white "big monster" in the forest.

Through the narration, we know that the monster lost his voice, and the little girl decided to help him find it.

So the two began to rummage, searching through the forest, climbing the hills, and even riding the wind out to sea.

It was a fun adventure and the two encountered many different flora and fauna, but just couldn't find the sound of the monster.

Finally, the two sat tiredly by the fire. The little girl leaned tiredly on the monster's arms and slowly fell asleep.

The screen jumped out of the story and returned to reality. The girl was listening to a bedtime story, and she happened to be talking about "The Lost Voice" today.

Next to the girl, the man in the wheelchair continued typing out the story we had just been listening to on his iPhone.

It turns out that the story just now has always been told by the iPhone's "personal voice" and "real-time voice".

The person using the iPhone feature in the short video is actually Tristram Ingham, a New Zealand physician and disability rights advocate.

Ingham suffers from facioscapulohumeral muscular dystrophy (FSHD), a disease that causes a progressive loss of muscles in the face, shoulders and arms, eventually causing the patient to lose the ability to speak, eat on his own and even blink.

In recent years, he began to notice that his voice was gradually affected.

This fall, Apple launched a new accessibility feature "Personal Voice" in iOS 17, allowing users at risk of aphasia to "save" their own voice.

After using AI technology to generate their own "personal voice", combined with the "real-time voice" function, users can enter what they want to say on their iPhone, and then let the iPhone speak these words in their own voice.

Regarding the importance of "preserving" sound, Ingham said:

The disability community is wary of the voices of others speaking on our behalf.

In the past, caregivers have spoken for the person with a disability, and family members have spoken for the person with a disability. If technology allows voice to be preserved and sustained, it will mean autonomy and self-determination.

The short story this time is somewhat inspired by Ingham’s personal experience:

I have three grandchildren. I love reading them bedtime stories. They often stay at my house.

They love stories about sea creatures, tsunamis, and the like. I want to make sure I can still read these stories to them in the future.

Just as one of the basic principles of creating barrier-free functions is to allow people who will actually use this function to participate in the design and decision-making of these functions. Instead of letting others "fantasize" what the disabled community needs to do.

Since the functional design should be like this, the ads showing these contents should also be like this.

Apple’s accessible short film “The Greatest” launched last year was also well received.

The film is also based on the lives of real users, abandoning the common "underselling" mentality of many brands when describing accessibility-related content, and shows how different groups of people with disabilities use Apple devices to learn and create, and live an independent "The "Greatest" life.

I believe most people agree that Apple has always been a "model student" in the industry in terms of advertising creativity.

As Apple has increasingly focused on corporate social responsibility and rolled out more accessibility, privacy, and health features, it has succeeded in educating consumers about these relatively low-profile features with great advertising.

One of the secrets is to stick with real users.

Starting from real users, it will naturally resonate more

When we talk about the role of technology products in managing health, we can start with chips, accuracy and various parameters.

But what’s more powerful than the users’ own words?

To talk about the power of real user voices in Apple advertising, of course we have to start with the “Dear Apple” series of Apple Watch.

This series of ads is based on real letters written by users to Apple.

These users personally read and performed the changes that Apple Watch has brought to their lives, ranging from changing sedentary habits to establishing healthier exercise habits, to "saving lives" from car accidents and diseases – users can learn from the stories Know what features the Apple Watch has, and more importantly, know the real impact those features may have.

Just when I thought this series had "reached its peak", Apple brought me another surprise this year – "Another Birthday."

This short film, released two months ago, depicts how different people spend their birthdays – spending time with relatives and friends, and spending time with their children.

Suddenly, one of the users was moved from smiling to crying.

The subtitles rise and we know her name is Tasha Prescott. She learned that she had a low heart rate due to an Apple Watch notification and went to the hospital for treatment in time.

Later, we see that the users celebrating birthdays in the video are all Apple users who "escaped a bullet". These seemingly ordinary birthdays have become extremely precious because they were almost lost.

Although this advertisement is not strictly speaking a "Dear Apple" series, it is like a continuation of that series – telling the story of those birthdays that were almost missed and the lives that were changed because of the products.

If you, like me, have already had a sore nose after watching the short film above, it doesn’t matter, let’s get into the “comedy” part right away.

For content related to "data security" and "privacy" that often require a lot of "willpower" from users to arouse interest, Apple's advertising focuses on humor.

Our data is read or used by third-party products, which are actions that ordinary users cannot see. If I had to imagine it, I can only imagine a completely black background with various data points of different colors floating on it. to different places.

Of course, this was me before I saw the Apple commercial.

Apple’s “privacy” protection ads exaggerate those invisible data collection behaviors into behaviors that we can understand based on our daily life experience.

In the 2021 advertisement, when Apple wants to show that third-party data companies will track users, these companies suddenly become different people, following you directly.

In 2022 advertising, "selling user data" is visualized as a real auction, and your data also has an "entity" – a large book of "browsing records", files placed in a real cabinet, a A transcript of the conversation being carried and displayed…

Launched this year, the privacy ads around "health data" are set in a waiting room, in a "Fantasy Life" style, using "omniscient" narration to tell the health information of everyone present.

Although the privacy series is not based on real personal user stories, they present scenarios that most users may experience in a "situation comedy" way that users can understand. Answers the most important question in advertising – What does this feature have to do with me?

Sometimes, when many brands are doing work related to social corporate responsibility, they will consider the "general trend" and fail to think deeply about the reasons and meanings behind it. Therefore, the finished products are very "basic" and the advertisements are "routine".

However, in fact, it is precisely because social corporate responsibility usually focuses on areas that have not received such high attention in the first place. The stories in them are inherently "new" in terms of cognition, and they also contain huge room for creation.

We live in a society that is inseparable from technology and data, but sometimes we forget that behind every number are real and complex individuals with different feelings, and even every breath is unique.

Remember this, and that’s where a good story begins.

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