For Earth Day, Apple Uses Dramatic iPhone Footage as a Warning Not to Cross Mother Earth

This isn't your usual serene documentary

Apple enlisted the Camp4 Collective to shoot custom footage on the iPhone XS across nine countries. Apple
Headshot of David Griner

Step aside, David Attenborough. For Apple’s 2019 Earth Day ad, the brand cranks up the Megadeth for a high-intensity spot reminding us nature is the original force to be reckoned with.

Shot entirely on the iPhone XS (with, as the disclaimer notes, the help of “additional hardware and software”), the spot features custom footage created by filmmakers from the Camp4 Collective. That’s the team that was behind Meru, a 2015 Sundance-winning documentary about a dangerous ascent up Meru Peak in the Himalayas.

The spot could have been quietly noble, in the vein of Apple’s lovely tribute to Carl Sagan as the U.S. exited the Paris climate accords in 2017. But instead, the tone of this new ad matches its message: Earth is one badass mother.

Set to Megadeth’s 1984 track “Last Rites,” the ad includes footage from nine countries. The brand says the spot reflects its commitment to environmental initiatives, such as powering its facilities with 100% renewable energy and using its Daisy robot to disassemble and re-use discarded devices.

This year’s Earth Day will be this coming Monday, April 22.

Here’s a look back at some of the brand’s 2017 ad featuring the words of Carl Sagan:

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@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."