The most compelling words in a commercial this year? Undoubtedly. Apple Marcom has produced an anthem for disability housed in a musical theatre style commercial. Apple’s underlying purpose is to show how disabled students around the world use Apple products and accessibility features to get the full college experience. But the anthem is more. It’s a defiance of the “usual” response to disability. An understanding, a true understanding at last of what disability means. Here are some of the lyrics:

“I’m not remarkable

I’m just having a try.

…Don’t wanna be admired

I’m not your inspiration

If you wanna be inspired there’s a library down the hall…

…Have you noticed admiration

Sometimes smells like pity…

…I’m not remarkable

Not heroic or brave…

…I’m not more and I’m not less

I’m just your average human mess...

…The rest of you aren’t like the rest either.

(And yes, the lyrics do underline the value of Apple’s features for disability)

The film is directed by Kim Gehrig, who also directed Apple’s award-winning accessibility short, The Greatest, in 2022. It stands at the top of Apple’s consistent push recently for greater disability representation through creative work including Taika Waititi’s The Lost Voice, Paralympic tribute The Relay, the 2024 Emmy-nominated campaign Heartstrings, and a two-part Parkinson’s docu-style series, No Frame Missed. The campaign song, I’m Not Remarkable, is available on Apple Music.

The campaign highlights new Apple features such as Magnifier for Mac, Braille Access, and Accessibility Reader, as well as longstanding tools such as VoiceOver and AssistiveTouch … as well as Apple’s commitment to accessibility as a core value and acknowledgement of International Day of Persons with Disabilities.

Credits:
Agency: Apple Marcom
Director: Kim Gehrig
Production Company: Somesuch 
Post-Production Company: Parliament 
Editing: Trim (Tom Lindsay) 
Director of Photography: Edu Grau 
Music: I’m Not Remarkable by Kittyy & The Class | Listen on Apple Music