Apple’s Emmy Winning Commercial “Misunderstood”

Photo Source: Posted September 30th, 2014

The Most Unforgettable Ad Campaigns of 2013 featured in Forbes caught my attention when I saw which ads were being recognized. Although I had previously seen most of these ads, I did not hesitate to watch them all once again; they were just as powerful and captivating the second time around.

An advertisement is successful if it is memorable, if it tells an authentic story, spurs thought in the viewer, captures the emotion of the viewer and leaves a lasting impression, quite simply put by Forbes it “creates a visceral response”. This visceral response has always been key to marketing but has become crucial with the digital revolution. Consumers are ambushed by ads everywhere they go, to be remembered amongst the chaos created by “advertisement overload”, a product must invoke emotion, change conversations and develop a new culture, a new way of thinking. The most effective ads are those that pull on the heartstrings, invoke nostalgia or create desire and intrigue. I believe that by playing on emotions, a brand can truly “hammer home a key value proposition.”

Edmonton, AB legislature at Christmas

Photo Source: Posted December 11th, 2006

In 2013, Apple released a commercial named “Misunderstood” that won a Creative Arts Emmy for Outstanding Commercial. This commercial hit home for me because it was filmed in Edmonton, my home, during Christmas time. Edmonton is disregarded because of its cold, long winters but people neglect to see what a magical place it is at Christmas time. The commercial displayed a Christmas most people only see in the movies yet is authentic to Edmonton.  This commercial had a lasting impression on me. It invoked feelings of nostalgia and a sense of community and belonging. One full year later, and it is getting me in the Christmas spirit once again.

Photo: As retrieved on October 23, 2014

I stumbled upon Jack Marshall’s (ethicist and lawyer) ethics blog, “Ethic Alarms” when researching information on business ethics and was immediately intrigued by the mass amounts of articles presenting unethical practices around the world in day-to-day situations. The blog is well organized, making it easy to find posts in different categories, from different times of the year over the past five years.

Jack Marshal explains the term “Ethic Alarms” by “feelings in your gut; twinges in your conscience, and the sense of caution in your brain when situations involving choices of right and wrong are beginning to develop.” The study of ethics – right and wrong – is important in every profession, but especially in business.  As someone who is pursuing a career in business, I have developed an interest in ethical standards and corporate social responsibility. I have realized it is critical to have a clear understanding of ethics and develop personal values and morals before entering the workforce where you can easily be influenced and swayed by capital and power.

Factors of Ethics

Photo Source: As retrieved on October 23, 2014

Jack Marshall’s accumulation of articles presenting every day unethical practices was eye opening. It made me realize how prevalent unethical practices are in our every day lives and that more often than not, nothing is done to change it. In the business world, large corporations often get away with questionable ethical standards due to lack of public awareness, consumers demand for low prices driving producers need for low costs and power lying in the hands of a few.

SeaWorld Adventure Parks main attraction: Killer Whales

Photo Source: Retrieved on October 23, 2014

Kathleen’s Blog on SeaWorld’s controversial captivity of orcas captured my attention since I am a huge fan of the documentary, Blackfish. The documentary puts a light on the company’s utter lack of corporate social responsibility (“CSR”) and calls into question its ethical standards.

SeaWorld is renowned for its aquariums of magnificent sea creatures, however, with increasing awareness of the harm to animals in captivity, the business is slowly losing appreciation from the mass media. CSR has become a modern trend to keep businesses afloat, and SeaWorld is falling behind. Its standards of living for their animals are despicable and studies show the orcas in captivity at SeaWorld have shortened life spans and issues with aggression when compared to the whales in the wild. As presented in the film’s trailer, SeaWorld neglected to inform its trainers of the danger they were in when working with the orcas, especially Tilikum, who had previously shown signs of aggression. SeaWorld, driven by the profit orcas could make the company, neglected to take precautionary measures to avoid the risk these killer whales posed. After, the death of one of their trainers, the company blamed the incident on the trainer in order to protect themselves from the potential of both a decrease in shares and an increase in regulation. The corporation feared a loss of profits, after several years of growth and wealth due to the majestic animals. The company put capital ahead of ethics.

SeaWorld’s breach of ethics and lack of CSR, lead to increased media attention sparked by Blackfish. The company’s leadership faced scrutiny for its unethical treatment of both its employees and animals. Due to bad press, increased awareness of SeaWorld’s orca incidences, and the ever increasing popularity of CSR, the company’s stocks plunged to a record low proving that modern day investors and consumers place a great importance on CSR and high ethical standards.

Orca in the Wild

Photo Source: Retrieved on October 23, 2014

Photo Source:

Photo Published: January 28, 2013

With the majority of British Columbia being First Nation land, it is nearly impossible for major corporations in the region to expand and progress without encountering legal issues regarding new projects on First Nation land. First Nations are most concerned over the effect of these developments will have on their traditional lifestyles. Companies who are wishing to expand must seriously take into consideration the legal issues they will face when developing new technologies on Native land while keeping in mind the effects these developments may have on the environment. Rather than pushing their way onto the land, they should make deals with the First Nations and incorporate them into the decision-making process while also compensating them for the use of their land.

BC Hydro is attempting to get the approval to construct and operate a dam and 1100 megawatt hydroelectric generating station on the Peace Rive in northeastern British Columbia. This megaproject could lead to flooding resulting in the destruction of farmland and wildlife habitat that are crucial to the First Nations inhabiting this land and their traditional practices of fishing.

Although I believe it to be important that companies maintain good relations with First Nations, they must also continue their expansions as population grows, technology develops and demand increases. If the benefits of the project outweigh the negatives then the company should be granted permission to begin this project despite the imposition on Native land. BC Hydro should try to make a deal with the First Nations. BC Hydro should develop technology that can reduce the cause of flooding and in the case of a flood be responsible for the damage and clean up. The company should incorporate First Nations in their decision making process in order to reduce environmental degradation and avoid legal issues. The First Nations should also receive compensation for their land.