Still from The Greatest

Apple: The Greatest commercial

Apple launched its campaign The Greatest in November 2022 to coincide with the International Day of Persons with Disabilities. It is a Winner in Commercials

Apple believes accessibility is a human right and aims to build it into all its devices, software and experiences. To coincide with the International Day of Persons with Disabilities in 2022, Apple launched The Greatest, a short film showcasing the brand’s ongoing commitment to accessibility.

The Greatest raises awareness of innovations created to support people living with vision, hearing, mobility, or cognitive impairments, and shifts the dial when it comes to representing people with disabilities. The film follows the journey of seven people as they go about their lives, expressing their creativity, and shows how Apple’s accessibility features help them navigate their way through the world.

It was designed to be an authentic depiction of the cast members based on their lived experiences. As such, the cast were heavily involved in the creative process, sharing their personal experiences to ensure a faithful representation of their world.

Still from The Greatest

The cast were also instrumental in the film’s wider production. The soundtrack features the iconic words of Muhammad Ali, which were then remixed by cast members Cola Boyy, a DJ and producer, and jazz pianist Matthew Whitaker. The new score was then performed throughout the film by the cast.

There was a diverse crew on set, including several people with disabilities, to ensure the community was also represented behind the camera. After just one week, the film had been viewed 16 million times, including 181,000 views of the audio-described version.

Apple: The Greatest
Winner: Commercials
Entrant: Apple
Creative: Apple