Apple’s outstanding accessibility ad The Greatest wins primetime Emmy

Apple's outstanding accessibility ad The Greatest wins primetime Emmy

The two-minute ad was directed by Australian director Kim Gehrig of Somesuch Productions.

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.

See also: Fetch to make Apple TV+ available on its platform

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

Production Company: Somesuch
EP: Rahda Ganti
Director’s Assistant: Stephan Moni

Director of photography: Christopher Blauvelt
First assistant director: Michael Estrella
Second assistant director: Brian Steffen
Line producer: Alexandra Lisee
Production supervisor: Danielle Billman

Client: Apple
Client producer: Alison McMahon and Sophie Mataeu
Group creative director: Alice Tonge
Creative director – writer: Dan Gorlove
Product marketing, accessibility: Areeba Kamal

Production design: Jade Healy
Art Coordinator: Regina Fernandez
Costume design: April Napier
Make Up / Hair: Grace Phillips
Choreography: Denna Thomsen

Gaffer: Jesse Wine
Key grip: Eric Mutz
BB grip: Curtis Craven

Edit house: Trim & Cosmo Street
Editor: Tom Lindsay
Assistant Editors: Jacques Simon & Helena Teixeira
Producer: Jennifer Helm & Noreen Khan
VFX / post: Blacksmith VFX
Grade / colourist: Mikey Pehanich

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