Hear With You: A Brand Film

Where do we even begin when trying to define Apple? Gleaming white surfaces. Black turtlenecks. A rags-to-riches origin story. Apple is a world-famous electronics company and a major Silicon Valley power. They produce a wide variety of electronic products, from the practical (laptops) to the didn’t-know-you-needed-it (iPad, Apple watch). In our brand film, we promote AirPods Pro, Bluetooth-enabled headphones.

When analyzing Apple via the 5C model discussed in our brand audit workshop, we found:

• Company: Apple employs creative technology, and its key word is innovation. At the same time, it also has a strong humanistic concern, emphasizing communication with consumers in its advertising.
• Competitors: Some earphone brands such as Beats, Sony, B&O, and Senheiser, but Apple customers are pretty loyal.
• Context: During the pandemic, people were kept apart from their loved ones and could not meet new people. It’s normal to feel lonely in these circumstances, and Apple’s products helped provide connection during this time.
• Customers: AirPods are primarily aimed at young and middle-aged smartphone users. Designed as a companion product to the iPhone, AirPods are designed to inspire all iPhone users to buy, and to enhance the user experience by using this specific accessory.

Our film, which promotes their product AirPods Pro tells a story about a girl who gets to know a boy online by getting creative – sharing music, video, and even physical items, all facilitated by a pair of AirPods Pro. Since, during COVID-19, many people experienced loneliness, the tagline “Hear With You” expresses that AirPods Pro are also something that will always listen to you, be there with you, and know what you want before you need it. This promotes Apple’s humanistic values and deep meaning to consumers (the fact that an Apple product helped the protagonists make their way through a challenging year also vaguely ties into the brand’s fabled history of DIY-ing itself from a garage in Northern California to a global economic power). Our complex storyline, packed into two minutes, gives viewers a sense of what they can accomplish with Apple products.