In a delayed ceremony due to Hollywood strikes, Apple’s acclaimed accessibility spot, “The Greatest,” secured the 2023 Emmy Award for outstanding commercial on Sunday night. The ceremony, postponed by four months, finally took place as part of the two-night Creative Arts Emmy Awards over the weekend.
Crafted by Apple’s in-house marketing team and directed by Kim Gehrig of Somesuch, “The Greatest” features real individuals with disabilities showcasing the accessibility features of Apple products. Originally aired in December 2022, the spot had already received several industry accolades, including the Entertainment Lions for Music Grand Prix at Cannes Lions the previous summer. Watch below:
THE GREATEST
BRAND: Apple
AGENCY: In-house
DIRECTOR: Kim Gehrig, Somesuch
Competing against six other contenders, including three additional Apple commercials, as well as ads from Dove, The Farmer’s Dog, and Squarespace, “The Greatest” marked Apple’s first Emmy win since 2014. Watch below:
CALL ME WITH TIMOTHÉE CHALAMET
BRAND: Apple TV+
AGENCY: TBWA\Media Arts Lab Los Angeles
DIRECTOR: Tom Kuntz, MJZ
QUIET THE NOISE
BRAND: Apple
AGENCY: TBWA\Media Arts Lab Los Angeles
DIRECTOR: Megaforce, Iconoclast
THE COST OF BEAUTY
BRAND: Dove
AGENCY: Ogilvy London and Toronto
DIRECTOR: Henry-Alex Rubin, Smuggler
THE SINGULARITY
BRAND: Squarespace
AGENCY: In-house
DIRECTOR: Aoife McArdle, Smuggler
FOREVER
BRAND: The Farmer’s Dog
AGENCY: In-house
DIRECTOR: Goh Iromoto, Sanctuary
R.I.P. LEON
BRAND: Apple
AGENCY: In-house
DIRECTOR: Andreas Nilsson, Biscuit Filmworks
Apple has consistently been a prominent nominee in recent years, setting a record with four spots nominated in 2023 and accumulating a total of 12 nominations in the past six years. Their previous victories were for the holiday spot “Misunderstood” in 2014 and “Think Different” in 1998, the second year of the best-commercial Emmy.
REELated:
The Creative Arts Emmy Awards precede the main Emmy Awards ceremony, scheduled for Monday, January 15, 2024. The delay in both ceremonies resulted from resolved Hollywood labor disputes that took place in September 2023.
Before this year, the best spot category had seen Nike and Sandy Hook Promise splitting the last four Emmy Awards, with Nike securing wins in 2019 and 2021, and Sandy Hook Promise taking the prize in 2020 and 2022.
“The Greatest” has not only garnered industry recognition but has also played a significant role in emphasizing the importance of inclusivity and accessibility in advertising. Apple’s commitment to creating impactful and meaningful commercials continues to resonate with audiences, earning the company prestigious awards and acclaim.
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