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.
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. pic.twitter.com/neLSEqPmGu
— Tim Cook (@tim_cook) September 12, 2023
“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.
Clown cult.
— Catturd ™ (@catturd2) September 13, 2023
In all their virtue signaling, did Apple commit to stop using slave labor in their manufacturing process or in the lithium mines used for the batteries that fuel their products etc???
Asking for tens of thousands of young children working in horrific conditions around the world! https://t.co/NzUBVnm1FH
— Donald Trump Jr. (@DonaldJTrumpJr) September 13, 2023
Apple is pivoting from tech innovation to Woke virtue-signaling.
In this climate alarmist video, Tim Cook endorses removing ALL CARBON from the atmosphere.
Great idea. Except everything on Earth would die. That might be a problem for the iPhone 65 launchpic.twitter.com/ujQTAhgdIp
— Kyle Becker (@kylenabecker) September 13, 2023
I think it’s weird that Apple is pushing a narrative of being fearful of mother nature. Also, none of their climate stuff talks about the slave labor that goes into constructing the iPhones or the mining for the minerals that are needed to make all components. I say on my iPhone.
— Mr.McCormick⚡️ (@colemccormick1) September 13, 2023
It’s a religion, this is their God
— Paul Themas (@PaulThemas) September 13, 2023
I am environmentalist. This was the most cringe, environmental pitch I’ve seen in my life.
— Zachary Pernikliyski (@zachary1978) September 13, 2023
This is like satire, from when The Onion was funny. A black woman sits in middle as a stand in for Gaia and berates everyone? It’s laughably ham handed and legitimately racist. https://t.co/MATC89VcHy
— Cernovich (@Cernovich) September 13, 2023
I’m switching to Android.
— GayLumberjack (@gay_lumberjack) September 13, 2023
A big change in advertising is how commercials used to show attractive people. Now they increasingly don’t. Every single person in this ad is ugly.
Maybe corporations now want to reassure ugly Americans that they’re the norm. https://t.co/249Uw2X4t2
— Scott Greer 6’2” IQ 187 (@ScottMGreer) September 13, 2023
I think a desire to be good stewards of the environment is healthy.
But this video was super cringe. Super cringe.
— John William Sherrod (@jwsherrod) September 12, 2023
I want to gauge my eyes out after watching at. So, so cringe.
— Clint Thomsen (@bmariner) September 14, 2023
This makes me want to run over my iPhone with a truck https://t.co/dqIWf9mRk5
— Joel Berry (@JoelWBerry) September 13, 2023
“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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