Simply within the nick of time for all these “advert of the yr” lists, Apple dropped this new spot for the Worldwide Day of Individuals with Disabilities on Dec 3.
Set on a university campus, in lecture halls, dorms, events, labs, sports activities fields, all of it performs out like a musical. The music, written by Tim Minchin, is insanely catchy. I really like that the solid hold insisting they don’t seem to be exceptional, not courageous or heroic, and “if you need inspiration, there’s a library down the corridor”.
My favorite line although is just, “I’m simply your common human mess”.
The observations are spot on, the performing, singing and dancing are high notch, and Kim Gehrig directs it with actual aptitude. What I particularly like is how the Apple product and accessibility stuff is woven into the story, not beating you over the pinnacle with it. It simply looks like the best way the world works while you design it correctly.
For me it’s up there with “Right here’s to the loopy ones.”
Apple at its greatest.
Graham Fink is founding father of TheArtSchool and FinkDifferent. He’s a former CCO of Ogilvy in Larger China and a previous president of D&AD.
