Apple’s latest accessibility film champions inclusive athletics

Global – Apple continues to push boundaries in accessibility marketing with its latest campaign film, The Relay, directed by Derek Cianfrance. Following the success of its Emmy-winning film The Greatest, Apple’s new ad shifts focus to the world of sports, with its release just after the Paris Olympics and ahead of the Paralympics.

The Relay is a four-minute film that showcases a diverse group of eight athletes – four with disabilities and four without – competing in a relay race. The film highlights how Apple’s accessibility features empower athletes with disabilities in their training and daily lives. Featured athletes include a cyclist with an upper limb difference, a wheelchair racer, a low-vision swimmer and a blade runner, all using Apple devices equipped with features like AssistiveTouch, Magnifier, Point and Speak, and Wheelchair Workouts.

By demonstrating these tools in action, Apple emphasises the athletes’ determination and the level playing field created through its technology. As with previous campaigns, The Relay is a celebration of inclusivity, seamlessly integrating product promotion with authentic storytelling that resonates with a broad audience.

The film is another example of an effective brand activation from the Olympic and Paralympic games, as highlighted in Five Fashion Activation Taking Olympic Gold.