Apple’s ‘The Greatest’ ad bags Emmy for Outstanding Commercial
The ad crafted by Apple’s in-house marketing team and directed by Kim Gehrig of Somesuch was released in December 2022
Apple’s ad highlighting the accessibility features of its products, which can help people with disabilities navigate the world with ease, has won an Emmy for outstanding commercial. The ad was released in December 2022.
The acclaimed spot titled “The Greatest” went up against six other commercials by Dove, The Farmer’s Dog, Squarespace and others.
The two-minute-long commercial is a powerful tribute to people who navigate through everyday life in a world designed for the able-bodied. The film shows people with visual, physical, hearing and cognitive disabilities using Apple’s accessibility features on products like iPhone, Apple Watch and Mac to live a full life fearlessly.
The video is filled with inspiring moments: a woman with no arms wakes up in the morning with instructions for Siri, who helps her open the blinds; A wheelchair-bound man uses voice instructions to click his pictures; A deaf mother knows her child is crying with the help of the Apple watch that alerts her; Another woman uses her legs to operate her phone and to browse the web; A blind man locates his red jacket by moving his iPhone camera around the room.
The ad has been crafted by Apple’s in-house marketing team and directed by Kim Gehrig of Somesuch.
