Apple CEO Tim Cook took to the reigns as voiceover artist for a new video released yesterday by the company; talking about the company’s continuing efforts to reduce their impact on the environment, and their plans to be even better in the future.
Quite often, having a company CEO voice their own ads & marketing material can be a huge mistake! But in this instance, I think he’s done a damn good job! With his soft relaxed Southern tones, it lends itself nicely to the pace of this video, and still has all the passion, life & authenticty it requires.
It’s a bold move, especially given the fact that Steve Jobs, Cook’s predecessor was known for not wanting to voice their own material. However, he was once persuaded by their marketing team to voice the now-famous ‘Here’s To The Crazy Ones’ campaign (never aired) which ultimately was voiced by Richard Dreyfuss; but the unofficial Steve Jobs version came to light a few years ago.
With Cook receiving pressure (and at times, criticism) about how he would helm Apple after Steve’s death, being such a figurehead, I think this was a wise move to help affirm Tim’s ownership of Apple, and how he plans to move the company forward.
What are your thoughts? Think Tim has done a good job?
Steve Jobs’ famous ‘Crazy Ones’ voiceover: