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This article was published on August 4, 2016

New Apple ad features the late Maya Angelou (and it’s beautiful)

Bryan Clark
Story by

Bryan Clark

Former Managing Editor, TNW

Bryan is a freelance journalist. Bryan is a freelance journalist.

Apple today launched a new ad, just in time for the Rio Olympics. Much like some of its previous work, this ad sort of transports you to a different place where you forget for a moment that you’re watching an advertisement. Apple does (arguably) have one of the best creative teams on the planet, mind you.

In this 60-second commercial, Apple uses photos and video from iPhone users worldwide while the late Maya Angelou reads her poem ‘Human Family’ over melancholy music. The images are beautiful glimpses into life of people, landmarks and scenery around the world, each of which was shot on an iPhone — as referenced later in the spot.

The spot is set to air for the first time during the opening ceremony at the 2016 Rio Olympic Games, although Apple let the cat out of the bag a bit early for us to enjoy.

The ad is timely. Angelou’s words, and voice, remind each of us that we’re more alike than different, a message that is never more accurate than at the Olympic games where top athletes around the world gather with one goal in mind: Olympic gold.