Apple launches sustainability ad push – but can’t resist taking a dig at rivals

Apple has launched an ad campaign to tout the company’s environmentally friendly credentials, a push that also appears to take aim at its “copying” rivals.

Video: Apple Environment ad

The push launched across UK national newspapers this morning (22 April), carrying the strapline “there are some ideas we want every company to copy” (see ad in full below) – a line which no doubt refers to the ongoing high profile patent infringement court case between Apple and Samsung.

Earlier this month Samsung denied copying Apple’s design, saying it owed its success to a series of strong marketing campaigns.

The latest Apple ad campaign also includes a video, which features a mission statement-style voiceover from Tim Cook.

He details how the company is looking to be “better” by using greener materials, less packaging, running its new data centres and manufacturing facilities on renewable energy and by designing products that use recycled materials.

The video is reminiscent of Apple’s 1997 “Here’s to the Crazy Ones” ad, that originally featured a voiceover from then CEO Steve Jobs – although his narration was replaced by actor Richard Dreyfuss in the final ad.

The latest campaign is also supported by a dedicated “Environment” section on the site.

Apple Environment press ad
Apple Environment UK press ad in full.