News/Commentary

Apple’s new climate ‘clown cult’ ad is the ultimate in CRINGE

September 14, 2023 | | Print Article

When it comes to virtue signaling, no corporation is going to out-woke Apple and the tech giant’s new ad, which features a plus-sized black Mother Nature grilling staff about the company’s devotion to the fight against climate change, takes CRINGE to an entirely new level.

In the strange five-minute sketch featuring award-winning Hollywood actress Octavia Spencer, a diverse collection of employees are seen rushing to an important meeting with Apple CEO Tim Cook, and as they arrive to sit around a large conference table, the rumbling of thunder is heard along with birds flocking outside of the window before “Mother Nature” suddenly appears in their midst to receive progress reports.

“At Apple, we believe that climate change is one of the world’s most urgent priorities and we are deeply committed to doing our part. Today we had a special guest—a real force of nature—stop by to check on our progress,” Cook wrote on X, formerly known as Twitter, sharing the spot.

“In 2020, you promised to bring Apple’s entire carbon footprint to zero by 2030. Henry David Thoreau over here said we have a profound opportunity to build a more sustainable future for the planet we share,” the actress said, before the corporate drones nervously took turns giving their updates. “This is my third corporate responsibility gig today, so who wants to disappoint me first?”

“As you can see, we’ve innovated and retooled almost every part of our process to reduce our impact on the planet. But there is still a lot more work to do,” Cook said, pleading his case to “Mother Nature” as a staffer then displayed three “carbon neutral” Apple watches.

“You’re not trying to bribe Mother Nature with Apple swag?” Spencer’s “Mother Nature” asked sternly, saying. “I want to see you do more of this.”

“By 2030 all Apple devices will have a net-zero climate impact,” the CEO promised.

X users reacted to Cook and the climate “clown cult” ad and its maximum CRINGE factor.

“We are closer than ever to achieving our vision of Apple 2030 — our ambitious goal to make every product carbon neutral by 2030 — and we are thrilled to celebrate the tremendous progress with our customers this Earth Day,” said Apple vice president of Environment, Policy, and Social Initiatives Lisa Jackson in an April news release to mark the annual observation of Earth Day. “Our customers can use their Apple devices knowing they are made with the environment in mind — that means more clean energy, more industry-leading durability, even greater efficiency, and more recycled and low-carbon materials than ever before.”

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Chris Donaldson
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