Apple Scoops Up Emmy Award For ‘Outstanding Commercial’ On Accessibility Needs

Video screenshot via Apple

Hey Siri, congratulate Apple. The tech giant has clinched the 2023 Emmy Award for Outstanding Commercial for The Greatest, an inspiring commercial highlighting how its technology empowers the daily lives of people with accessibility needs.

Created by Apple’s in-house team in London and directed by Kim Gehrig of commercial production studio Somesuch, The Greatest—timed to mark the International Day of Persons with Disabilities—authentically portrays real people with disabilities and demonstrates how innovative accessibility features on the iPhone, iPad, and other devices can take the community far.

Siri, VoiceOver, Door Detection, Magnifier, Assistive Touch, Sound Recognition, and other tools become their allies, seamlessly integrated into their routines. A dedication to making technology accessible for everyone shines through in this heartwarming video.

In keeping with its theme, the commercial was also equipped with audio descriptions, ensuring that everyone, irrespective of their ability, can enjoy the film’s powerful narrative.

The 2023 Emmy Awards ceremony wasn’t without its share of surprises, including a four-month delay due to strikes in Hollywood. Come what may, The Greatest stole the show, outperforming six other contending advertisements for the prestigious Emmy, including Apple TV+’s own Call Me with Timothée Chalamet, Dove’s The Cost of Beauty, The Farmer’s Dog’s Forever, and Squarespace’s The Singularity.

This historic victory marks Apple’s return to the Emmy winner’s circle, with its most recent accolades dating back to 2014 for the holiday commercial Misunderstood and the iconic Think Different from 1998.

All told, the Emmy isn’t the only feather in The Greatest’s cap. Before this win, the same spot had already bagged the Entertainment Lion for Music Grand Prix at Cannes Lions and was a candidate for a Titanium Lion.

2023 was a banner year for Apple, as the Cupertino behemoth raked in a record 54 Emmy Award nominations, showcasing the breadth and depth of its original content. Apple Originals like the acclaimed Ted Lasso and the poignant STILL: A Michael J. Fox Movie led the charge in their respective categories, while The Problem With Jon Stewart marked Apple TV+’s foray into late-night entertainment. The 15 acting nominations sweeping various Apple Original programs also highlighted the platform’s prowess in delivering captivating performances.

[via Ad Age, Campaign, Reel 360, cover screenshot via Apple]