Uncovering Fan Truths

A fundamental core of effective advertising is the understanding and capitalizing of fan truths - deeply held beliefs and experiences of a brand's customer base. "The Greatest" effectively taps into this arena on two significant levels.

Firstly, the ad brings to the forefront the truth that when it comes to accessibility, Apple really does lead the pack. It's reminiscent of the moment when many of us first got our hands on an iPod touch, learned the nuances of its gestures, and experienced what can only be described as a "reverse-engineered intuition". The tech intuitively responds to your commands exactly how you'd imagine it should. It's an experience uniquely Apple.

The ad dives deeper into this fan truth by showcasing users who not only rely on Apple's accessibility features to navigate the everyday tech world but who also use these features to pursue their dreams, hobbies, and lifestyles. The ad communicates to us that these people are not just surviving but thriving and feeling confident in their pursuit to become 'the greatest'.

And what about those who aren't reliant on Apple's accessibility features? Have they been left out in the cold? Quite the contrary. This leads us to the second level of fan truth the ad masterfully taps into.

The Power of Storytelling

Humans are inherently drawn to stories. We use them to understand the world, relate to each other, and make sense of our own experiences. It's a universal truth that forms the second fan truth "The Greatest" beautifully illustrates.

There's a constellation of stories and techniques threaded throughout this ad, but the one that truly stands out involves a baby and a hearing-impaired mother. As the ad builds up energy, climaxing to a crescendo of our heroes shouting with the song, all sound suddenly drops, leaving us with the visual of a silent, screaming baby. The abrupt shift captures our attention, creating an intense emotional pressure cooker that explodes when the story's premise is revealed. This narrative sequence hits home with a visceral, gut-wrenching power that leaves a lasting impact.

But, for all its storytelling prowess, the ad's effectiveness also hinges on its ability to let the narrative shine without overshadowing it with blatant product promotion.

Getting Out of Your Own Way

In the case of "The Greatest", the creators wisely chose to put the product and its functionality in the backseat, allowing the stories and emotions to take center stage.

Just imagine, how much less impactful that silent screaming baby scene would have been had they chose to first display the product and its functions. Yes, it might have still worked on a narrative level, but it would have felt contrived, diminishing the emotional resonance and shattering the beautifully crafted tension built up through the choreographed transition of match cuts.

This choice to subtly integrate product showcasing instead of making it the focal point is what sets "The Greatest" apart. It's an ad that doesn't merely aim to sell a product but to connect on a deeper level, telling stories that resonate with viewers regardless of their relation to the product.

In a nutshell, "The Greatest" offers a masterclass in understanding and leveraging fan truths, the power of storytelling, and the art of allowing narratives to shine by consciously stepping out of the way. It's no surprise it's a front-runner for the 2023 Emmys. What a way to redefine advertising.