Apple’s outstanding accessibility ad The Greatest wins primetime Emmy

Apple’s“The Greatest” global ad campaign showcasing its accessibility features has won the primetime Emmy for Best Commercial.

The tech giant was awarded at the 2023 Emmy Awards in Los Angeles on Monday, 8 Jan, which was delayed due to the writers’ strikes.

The two-minute ad, which was directed by Australian director Kim Gehrig of Somesuch Productions, showcases the different types of accessibility that Apple provides through technology and its devices.

The ad features Australia’s Spinifex, who sang the track “I am the Greatest,” which uses lyrics from Muhammad Ali’s legendary speeches. The song was remixed by artist and producer Cola Boyy with piano accompaniment by jazz pianist Matthew Whitaker.

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The ad has been lauded by disability and accessibility groups and already received a number of accolades within the advertising industry. 

Gehrig commented on the significance of the project in an Instagram post, expressing, “Thanks to the truly extraordinary cast who showed me what is possible when technology is made accessible. As Will Eaton, who stars in this film, said to me on the shoot “‘accessibility reduces disability.'”

Apple secured a historic feat with a remarkable 54 Emmy Award nominations as Ted Lasso clinched the title of the most Emmy-nominated comedy for the third consecutive year, and STILL: A Michael J. Fox Movie claimed most nominated documentary film or docuseries of the year.

“The Greatest” Credits