Apple’s ad for the International Day of Persons with Disabilities is an impressive piece.
“I’m not remarkable” begins with engaging images often seen in Hollywood movies, with young people receiving the news of university approval with joy and enthusiasm.
It continues to show life in university for students with disabilities on campus, alongside with people without disabilities, with the support of accessibility resources that the company offers in its products such as screen reader, magnifying glass for low vision, voice control for the blind, video calls for the deaf, among others.
These technologies are fundamental and very welcome to ensure the inclusion of students with disabilities in all stages of their education.
The whole movie continues with a great rock theme with the same name as the ad, with meaningful lyrics (below) sung by the characters, lots of dancing and fun from the college students. The feeling is vibrant!
At first glance, it is everything that we defend to give more visibility, with the performance of actors with real disabilities, aiming to send a positive and inclusive image of people with disabilities in the media.
But something is missing out.
We reviewed the main film several times and did not find any people with Down syndrome participating in the commercial. It is also unclear the participation of an autistic characters.
Award-winning director Kim Gehrig had already directed the film “The Greatest”, for Apple, in 2022. On that occasion there was a woman with Down syndrome in the film: https://vimeo.com/776811579
There are many examples of people with Down syndrome attending higher education in Brazil and the rest of the world, although in a much smaller number than we would like.
The lack of representation in Apple’s commercial further reinforces the stereotype that people with intellectual disabilities don’t make it to university. But we know that this is the result of an ableist society and the lack of accessibility measures for the entry and permanence of people with intellectual disabilities in higher education.
Another unfortunate absence was the use of Alternative and Augmentative Communication (AAC) for communication in campus. Apps that are downloaded to tablets are increasingly used by people with complex communication needs. Certainly, its users around the world felt excluded from the commercial.
While applauding technological advances that help break down barriers and increasingly include people with disabilities in different spaces, we hope that the next pieces of advertising from Apple and other companies will remember all their consumers. And that accessibility resources are increasingly affordable so that those who need them are really included.
Watch the ad:
I’m not remarkable
By Tim Minchin
Performer Kittyy & The Class
1, 2
1, 2, 3, 4!
I’m not remarkable
I’m just finding my way
It’s not a walk in the park
But baby I got the grades
Don’t wanna be admired
I’m not your inspiration
If you wanna be inspired
There’s a library down the hall
Have you noticed admiration
Sometimes smells a bit like pity?
I can be strong
I get stuff wrong (Arrrrggghh!)
And I don’t always talk so pretty
I’m not remarkable
Not heroic or brave
I’ve got no superpowers
I can’t even do this stupid equation!
I’m not remarkable
And neither are you!
We all have toes (How weird are toes!?)
We all look funny in the nude!
I’ve got a face
I’ve got a place
I’ve got a life
I’ve got a name
And I need stuff
And you need stuff
And all our stuff
Is not the same
And some days, I get so tired
She gets grumpy
He gets bossy
Yeah well, I have a Special Need… I call it “coffee”
Do I have to be remarkable?
I’m just having a try
I’m not fragile or indestructible
And like everyone I sometimes cry
And I’m not like the rest…
But then, the rest of you aren’t like the rest either
I’m not a saint, I’m not a sinner
I’m not a loser, I’m not a winner
I’m not more and I’m not less
I’m just your average human mess!
I’m not remarkable
And neither are you
I’m not remarkable
And neither are you (Neither am I!)
We’ve all got toes (Hold on, I don’t!)
We all look gorgeous in the nude
I’ve got a face
I’ve got a place
I’ve got a life
I’ve got a name
And I need stuff
And you need stuff
And all our stuff
Is not the same
And we will strive
And we will fail
And we’ll get hurt
But we’ll prevail
And it’ll be joyous
And it’ll suck
And I’ll be lonely
And I’ll be loved
And on the way
We will discover
We’re not the same
But we’re not the other
There’s a life out there that I refuse to miss
I’m only remarkable because everybody is
Patricia Almeida is a journalist, master in Disability Studies, creator and co-founder of GADIM – Global Alliance for the Inclusion of People with Disabilities in Media and Entertainment, and GADIM Brasil.
