Apple is tapping into an identical inventive method that helped redefine how the model talks about accessibility.
The tech big re-hired Kim Gehrig, the director of its Emmy Award-winning 2022 advert “The Greatest,” for a brand new spot demonstrating how folks with disabilities use its built-in accessibility options in on a regular basis life.
Timed to the International Day of Persons with Disabilities on Dec. 3, the business from Apple’s in-house group, Apple Marcom, follows a gaggle of disabled college students as they study they’ve been accepted to varsity and transition to life on campus.
“Designed for Every Student” reveals them utilizing Apple instruments like VoiceOver, AssistiveTouch, and Live Captions to navigate courses, dorms, and coursework. It additionally highlights not too long ago launched options, together with Magnifier for Mac and Braille Access.
The spot unfolds as a raucous musical set to “I’m Not Remarkable” by Kittyy & The Class. The solid sings and dances via lecture rooms, home events, and residence halls, celebrating the concept that they’re no kind of exceptional than anybody else in school.
It will run throughout broadcast, digital platforms, and social media.
“The Greatest,” broadly thought to be a milestone in incapacity illustration, was lauded for its extra celebratory tone and depiction of disabled folks in on a regular basis conditions.
Since then, the model has pushed for better incapacity illustration via accessibility-focused campaigns together with 2023’s “The Lost Voice,” directed by Taika Waititi; Paralympic tribute “The Relay;” the 2024 Emmy-nominated marketing campaign “Heartstrings;” and a two-part docu-style collection, “No Frame Missed.”