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One of this year’s most resonant spots entered Adweek’s 30 Best Ads of 2022 list at the last possible moment. In fact, it was so impactful that it shook up the original roster entirely, instantly solidifying its place in the top three.
Apple’s “The Greatest” was not only rousing and incredibly cinematic, it signaled a long overdue shift in how some of the marketing community approached accessibility and disabled inclusion this year. Not only did it share the tech giant’s litany of accessible features, it also showcased the wide ranging and diverse disabled community wholly engaged in everyday life—a detail that shouldn’t feel revolutionary but still managed to emphasize the lack of varied inclusion in creativity today.
Whether they are people with disabilities, allies or just bystanders, [the public is] now recognizing that accessibility is critical and necessitated in today’s digital conversations and offline.
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