As Super Bowl weekend approaches, while Microsoft offers a glimpse into a promising AI future, Apple takes a different path, prompting us to gather around our screens.
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| Screenshot by Chris Matyszczyk/ZDNET |
Amidst the excitement of the Super Bowl—a time when Americans passionately discuss ads, particularly those from tech companies, against the backdrop of football—national debate ensues.
The standout advertisement of Super Bowl weekend is from Apple, and surprisingly, it's not featured in the Super Bowl.
As we gear up for the big game, a major topic of discussion revolves around Apple's Vision Pro and its potential impact on human life. Will it revolutionize our work and leisure activities? Or could it potentially exacerbate feelings of loneliness? While Apple Music will certainly make an appearance during the Super Bowl, speculation swirls around whether there will be a Vision Pro ad.
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Meanwhile, Microsoft's offering for the Super Bowl is an inspiring vision for professionals and aspirants alike. With uplifting music and a bold spirit, Microsoft showcases the possibilities with its new AI companion, Copilot, reminiscent of its past campaigns.
However, amidst the hype surrounding Super Bowl ads, it's worth mentioning a different Apple ad released specifically for Chinese New Year, showcasing the company's global reach and cultural sensitivity.
Chinese New Year coincides with February 10, just a day before the Chiefs and 49ers take center stage at their own festival of joy, the Super Bowl. Amidst the flurry of ads during this time, Apple's Chinese New Year commercial stands out for its depth and storytelling.
Fifteen minutes of reflection
The ad spans 15 minutes, following the journey of a young girl named Wei who grapples with feelings of imperfection. She yearns for acceptance and popularity, wishing she could transform into someone more appealing.
This desire for universal approval is something many of us can relate to, ingrained in us from childhood. Despite feeling inadequate compared to idealized images in magazines, Wei discovers her own unique power—to shape-shift into anyone she desires.
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In a surprising twist, Wei's newfound ability leads her to desire solitude rather than seeking the approval of others. This shift in perspective highlights the complexity of human desires and the importance of self-acceptance.
Harnessing the power of technology
As Wei grows older, she leaves her village behind and ventures into the bustling big city. It's here that she encounters the full impact of technology, particularly social media.
In the digital realm of platforms like Instagram and TikTok, the possibilities seem endless. Wei finds herself navigating life's challenges by assuming various personas online, exploring different identities with the ease of a shape-shifter.
For many of us, technology offers a similar sense of empowerment, granting us the ability to project different versions of ourselves to the world.
Caught up in the thrill of her online transformations, Wei becomes increasingly detached from her roots. Even when her grandfather reaches out, she remains absorbed in her virtual world, ignoring his calls.
But as she loses herself in the whirlwind of social media and self-reinvention, Wei begins to realize the toll it's taking on her authenticity. When her grandfather visits in person, she struggles to reconcile her virtual personas with her true identity. It's only after he leaves that she confronts the truth: she's drifted far from her genuine self in pursuit of digital validation.
Indeed, it's Apple, but it remains considerate.
This short film, captured entirely on an iPhone 15 Pro Max by a talented film crew, shares a simple yet powerful message: embracing your authentic self leads to genuine happiness.
While some may perceive the ad as overly sentimental or outdated compared to Microsoft's futuristic campaigns, it serves as a timely reminder. In today's digital age, where validation is often sought online, true fulfillment comes from accepting oneself in the real world.
Although Super Bowl ads typically feature humor or celebrity endorsements, Apple's acknowledgment of the personal impact of technology is refreshing. While Apple's products, like Vision Pro, enable immersion in the digital world, it's heartening to see the company acknowledge the importance of embracing one's true identity.
This ad may lack jokes, celebrities, or promises of AI-driven futures, but its focus on self-acceptance strikes a chord. Ultimately, shouldn't uplifting people's sense of self-worth be the goal of all tech companies?
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