Apple is using soothing animation and stop motion in their ads in the simplistic new spots show the benefits of being good to your body.
Everyone these days seems to be so busy saying that they are busy getting healthy and/or losing weight. I’m having very little of the fodder. In fact, it’s a pet peeve. Is losing 2 pounds in 2 weeks a milestone that needs to be shared on Facebook? Anyway, I am into this recent ad Apple’ Health app campaign that sedates viewers into believing that using the app will make them feel just as comforted as the ads do.
Tracking steps in the right direction
Fitness tracking apps and wearables are nothing new, and are a standard part of most major smartphone operating systems sold today. Fitness trackers like the Fitbit have hit mainstream popularity, while in-phone apps like Apple’s Health app makes health tracking as easy as lugging your phone around – something most people do anyway.
These apps are just a tool towards taking the first step in getting healthier, something Americans desperately need to do. Apple is taking steps to help by having you think healthy choices can become the lullaby of your day. With this app and just a few small life changes, it appears your life can be drastically improved.
The most relaxing activity
It’s not just the words spoken in the latest Apple Health ads that speak to viewers, but the images and tonality of it. Fitness ads commonly contain high-energy content, like muscle-clad athletes partaking in extreme sports or high-endurance workouts to inspire the viewers to buy their products in hoping they too can reach the heights only the top 1% of athletes ever will. The Apple ads, however, take a different view, without a single hint of neon sweat or top-tier athlete in sight.
A dreamy, female British voice speaks over soothing colors and images as the user feels more like they’re entranced in a children’s animation than an ad for an app to get you sweating more. Images in the “nutrition” campaign show colorful, healthy-looking veggies next to vibrant snack and junk foods, potentially asking the viewer “which will you choose,” though everyone knows that cookie will be eaten before the asparagus any day.
It’s not telling viewers they’re bad for eating the cookie, but rather, they should eat half the cookie and eat an apple too – and that’s okay they want the cookie, because who wouldn’t?
Simple as an avalanche
“Everything’s connected,” is the mantra of Apple Health backbone, with explanations of “eating better leading to sleeping better,” and alluding to a few good behaviors escalating into a full-blown healthy lifestyle whether you like it or not. It’s the chilled-out butterfly effect of being healthy.
“Squeeze in a minute here, a minute there – anything to get your heart beating. As long as you’re moving, you don’t need to hit the gym, just find something you love to do.”
It’s a great notion, especially since even a small amount of daily activity can amount to great outcomes in the long run. Making time for that activity in a busy workday, however, especially when trying to pay off the debt of buying the latest Apple device, isn’t as easily explained.
Health, mind and wellness are all interconnected, but with the busy work schedules of many Americans, that tends to take a back seat. While many ads for improved health and wellness tend to shy on the edge of fear-of-obesity, you have to give Apple credit for trying to showcase it differently. However, if working out was as easy as listening to a British lady explain animations in front of pretty colors, everyone would be doing it.
“The less we sit now, the more active we can be later in life,” the dreamy voice says, quietly inspiring viewers to get off the couch and get outdoors. There is another option untold in the ad however – you can always just sit now, and sit later in life, and buy an Android that won’t tell you to do otherwise.
Sweet dreams are made of this. I guess.