Apple has launched “The Greatest” a new campaign created by its in-house team based in London, showcasing people with disabilities thriving and using the company’s tech.
The two-minute film is designed to raise awareness on the International Day of Persons with Disabilities on 3 December.
Apple described the campaign as “a celebration of adaptive skill and empowerment in everyday moments, often enabled by Apple technology” and was made in partnership and feedback of the disability community, both in front of and behind the camera.” It explained that the cast worked with the tech company on how they have been portrayed in the film.
There is also a version of the film with audio descriptions to help those with visual impairments and a version with closed captions for the deaf and hard of hearing.
The film was directed by Kim Gehrig via Somesuch. OMD is Apple’s media planning and buying partner.
The music that plays over the ad is I Am The Greatest and uses lyrics derived from the speeches of Muhammad Ali. The track is performed by Marliya Choir, an all-female, all-indigenous Australian musical collective.
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