Advertisements Done Well: "The Lost Voice" by Apple
I was watching a YouTube video while eating lunch when an advertisement popped up. Inevitably I went to click ‘skip’- but something pulled me in before I had the chance. I had no idea what this advertisement was for. Nowadays, it is nearly impossible to not know within the first two seconds. Yet, this one was different than what I usually see. There weren’t any products shown nor a flashy logo. Instead, I found a big, pink, fuzzy animal with a floral shirt accompanied by a narrator. It simply felt like a kid’s movie or story. I was so intrigued that I watched the entire two-minute and 9-second video, ignoring the ‘skip in five seconds’ button.
Image sourced from Apple
Ads Done Well
I have the attention span of a goldfish due to social media and I didn’t find my eyes breaking away from my iPad screen when this ad was on. Why? Because, for once, it didn’t feel like an advertisement. There were no painfully forced fake conversations between actors, no obviously staged products. I couldn’t tell what the ad was for until the last few seconds of the video. This Apple advertisement was for their new feature for those who lose their voice due to medical reasons. Before an individual loses their voice, they can record a bunch of phrases on their Apple device. The Apple device stores them and they can use them to form sentences and phrases to communicate with those around them while still using their authentic voice. This groundbreaking technology has never been done before.
Storytelling within Advertising
The reason the advertisement sucked me in was because of its storytelling element. The video starts with a young girl in the woods with the fuzzy character approaching her and telling her a story. The video shows the young girl following along with this fuzzy character’s story in real life. The character leads her through several adventures to “find her voice.” The girl and the fuzzy character develop a friendship while searching. It is extremely light-hearted and creatively filmed and directed. While telling this beautiful story, Apple was able to connect with its audience. At the end of the video, it shows her dad reading her a bedtime story (the one that was shown throughout the video) using the Apple feature of his voice to read his daughter a bedtime story. Their closing statement is “Personal Voice recreates your own voice on iPhone so it’s never lost.”
Inclusivity in Ads is Crucial
There are many times when you see brands who are trying too hard to make inclusivity the highlight of their advertisement. Most of the time, companies sadly are using inclusivity to make a profit. Apple’s “The Lost Voice” ad didn’t strike me in the way that they were trying to sell more iPhones. It struck me in the way that they were trying to raise awareness surrounding these individuals who need a product that could change their lives and those around them as well. It was done beautifully visually and conceptually. It is always important to prioritize inclusivity within advertisements and Apple’s is just one example of many who have truly hit the mark.
About Maddie
Maddie is a senior pursuing a degree in Advertising and Public Relations. Maddie is the current President of GVPRSSA for the 2023-2024 school year. This will be Maddie's second year in GrandPR serving as an Account Associate. Maddie currently writes for Lanthorn’s Opinion Column and is a Communications Intern for Perrigo. After graduation, Maddie hopes to pursue a creative role in the outdoor and environmental industry with companies such as Patagonia or The National Parks Services.