As the Paris 2024 Paralympic Games approach, Apple is emphasizing the importance of equity and accessibility in sports.
Their latest ad, “The Relay,” showcases eight athletes from around the world competing in a four-stage, real-time relay race. This diverse group includes a cyclist with an upper-limb difference, a wheelchair racer, a low-vision swimmer, and a blade runner—some of whom aim to compete in the 2028 Paralympics in Los Angeles.
Directed by Derek Cianfrance, known for “Sound of Metal” and “Blue Valentine,” the ad continues Apple’s tradition of advancing disability representation in advertising.
The ad highlights the shared qualities of grit, determination, and sacrifice among all athletes, whether they have disabilities or not. It also promotes Apple’s accessibility features, such as the iPhone’s Point and Speak for users with low vision and AssistiveTouch on Apple Watch, which allows people with upper-limb differences to use it one-handed.
The ad was filmed in real-time with seven cameras to fully immerse viewers in the competition. It marks a significant step forward in representing disabled athletes in advertising. Unlike earlier campaigns like Channel 4’s Paralympic ‘Superhumans,’ The Relay portrays the athletes as equal competitors, highlighting their skill and effort.
Tor Myhren, Apple’s vice president of marketing communications, said: “We’ve always been committed to accessibility and design our products for everyone. This applies to athletes just as much as anyone else”.
