Apple's campaign, 'The Greatest,' adds another accolade to its list by winning the 2023 Emmy Award for Outstanding Commercial. Directed by Kim Gehrig and crafted by Apple's in-house marketing team, 'The Greatest' features real individuals with disabilities, highlighting the accessibility features of Apple products."
The film presents the physically/cognitively challenged community in a positive new light, illustrating how technology can offer assistance by providing diverse forms of accessibility and capabilities.
'The Greatest' not only secured the Emmy for Outstanding Commercial but also clinched Ad Age's Best Ad of 2022. Additionally, it earned three D&AD graphite pencils for film, casting, and music usage. The soundtrack, a rendition of 'I Am The Greatest' by Spiniflex Gum and Marliya Choir, incorporates thought-provoking quotes from Muhammad Ali, a distinguished advocate for Parkinson's disease.
Apple's ad triumphed over strong competition from six other nominees, including The Farmer's Dog Forever Super Bowl ad, The Cost of Beauty by Dove, The Singularity by SquareSpace, and three additional Apple spots: Apple TV+'s Call Me with Timothée Chalamet, AirPods Pro's Quiet the Noise, and R.I.P Leon.
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