Apple's 'The Greatest' ad wins Emmy for Outstanding Commercial achievement
Crafted by Apple's in-house team, directed by Kim Gehrig of Somesuch, the award-winning ad made its debut in December 2022, showcasing marketing prowess and creative excellence
Sumit Rawat
In a groundbreaking achievement, Apple's compelling advertisement showcasing the accessibility features of its products has clinched an Emmy for outstanding commercial. The poignant spot, named "The Greatest," emerged victorious among stiff competition, contending with commercials from Dove, The Farmer’s Dog, Squarespace, and others.
Released in December 2022, the two-minute-long commercial serves as a moving tribute to individuals navigating a world primarily designed for the able-bodied. It illuminates how Apple's accessibility features on devices like the iPhone, Apple Watch, and Mac empower individuals with visual, physical, hearing, and cognitive disabilities to fearlessly lead fulfilling lives.
The video unfolds with heartwarming scenes: a woman without arms utilizing Siri's instructions to open blinds in the morning; a wheelchair-bound man capturing pictures through voice commands; a deaf mother relying on her Apple Watch to be alerted when her child cries; another woman using her legs to operate her phone and browse the web; a blind man locating his red jacket by scanning the room with his iPhone camera.
Crafted by Apple's in-house marketing team and directed by Kim Gehrig of Somesuch, the ad captures not only the technological prowess of Apple's products but also the profound impact they have on enhancing the lives of individuals with diverse abilities. This accolade further solidifies Apple's commitment to inclusive innovation.
