Apple’s Human Family strikes right note for Olympics

Apple isn’t as popular as it used to be. It’s grown too big, makes too much money, avoids too much tax and drives users nuts with constant upgrades that don’t work as well as they should. It also doesn’t have Steve Jobs any more who, while hardly cuddly, summed up what Apple was about in a way Tim Cook never will.

But events like the Olympics are an opportunity for companies of whatever hue to try to show their good side and Apple has released a new ‘Shot on iPhone ad for Rio called ‘The Human Family.’

It features a poem read by the author, American writer and civil rights activist Maya Angelou who died in 2014.

What’s to say? Impeccable.

MAA creative scale: 9.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.