Apple is tapping into a similar creative approach that helped redefine how the brand talks about accessibility.
The tech giant re-hired Kim Gehrig, the director of its Emmy Award-winning 2022 ad “The Greatest,” for a new spot demonstrating how people with disabilities use its built-in accessibility features in everyday life.
Timed to the International Day of Persons with Disabilities on Dec. 3, the commercial from Apple’s in-house team, Apple Marcom, follows a group of disabled students as they learn they have been accepted to college and transition to life on campus.
“Designed for Every Student” shows them using Apple tools like VoiceOver, AssistiveTouch, and Live Captions to navigate classes, dorms, and coursework. It also highlights recently introduced features, including Magnifier for Mac and Braille Access.
The spot unfolds as a raucous musical set to “I’m Not Remarkable” by Kittyy & The Class. The cast sings and dances through classrooms, house parties, and residence halls, celebrating the idea that they are no more or less remarkable than anyone else at school.
It will run across broadcast, digital platforms, and social media.
“The Greatest,” widely regarded as a milestone in disability representation, was lauded for its more celebratory tone and depiction of disabled people in everyday situations.
Since then, the brand has pushed for greater disability representation through accessibility-focused campaigns including 2023’s “The Lost Voice,” directed by Taika Waititi; Paralympic tribute “The Relay;” the 2024 Emmy-nominated campaign “Heartstrings;” and a two-part docu-style series, “No Frame Missed.”
