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The extent to which we have become dependent on our phones occasionally provokes soul-searching and self-recrimination. They are devices of such potency and convenience that it can sometimes feel as though we're unable to get through the day without them... and, because of this, there are some who suggest that mobile phones are a malign force and our society would improve if they were eradicated. If you lean towards this view then prepare to have your mind changed... this stunning commercial for Apple provides an entirely different perspective as we are shown just how valuable these devices can be to those who need them most. Alice Tonge and Dan Gorlov's superb script has been placed in the hands of Kim Gehrig so it's not surprising that the resulting film is a hymn to empowerment. This was a tricky assignment as it's not really possible to demonstrate how Apple's products assist the commercial's disabled participants without stressing their disabilities... something which would normally be a massive buzz kill. Gehrig has compiled a film that is completely uplifting though, and in really unexpected ways – for example, you may find, as DAVID did, that a notification of a baby's 'silent' scream makes the hairs on the back of your neck stand up. This is as much to do with the feel-good momentum harnessed by Gehrig as our wonder that technology has made such a marvellous thing possible. The advertised products are persuasively demonstrated to narrow the gap between impossible and possible, and, in so doing, to mitigate some of the limitations imposed by disability. This is such a clever piece of advertising because it's not only a brilliant reinforcement of Apple's brand values, it's a demonstration of a raft of immensely clever features which will appeal to punters whether or not they have disabilities like those depicted.
Product Category: Computer Hardware
Territory: UK
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