Ad of the Day: Taika Waititi directs fantastical bedtime tale for Apple
The spot is to promote the tech brand’s latest update, which enables users to preserve their voice.
Apple has released a touching new short film that tells the story of a pink, furry, magical creature who has lost its ability to speak. In ‘The Lost Voice,’ viewers see the larger-than-life being meet a young girl and together they travel through an enchanting forest to try and get the creature’s voice back.
The ad stars disability advocate and physician Tristram Ingham, who appears at the end of the short when it is revealed he had been reading a bedtime story to his daughter this entire time using Apple’s new speech accessibility feature.
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“Disability communities are very mindful of proxy voices speaking on our behalf,” commented Ingham. “Historically, providers have spoken for disabled people, family have spoken for disabled people. If technology can allow a voice to be preserved and maintained, that’s autonomy, that’s self-determination.”
Directed by New Zealand filmmaker Taika Waititi, the visuals are reminiscent of the 2009 Spike Jonze movie Where the Wild Things Are.
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A children’s book has been created as part of the campaign for International Day of Persons with Disabilities.
Ingham concluded: “When you have something that is so precious – a taonga, a treasure – I think we should do anything we can to make sure we keep hold of that.”
Apple has been on a roll of late, its annual Christmas ad proving a hit with many this year. Set to a classic George Harrison tune, the animated spot brought the ‘Fuzzy Feelings.’