The Lost Voice (US)
Apple uses fantasy to present its “Personal Voice" Accessibility Feature
In a new Apple ad celebrating International Day of Persons with Disabilities, a young girl embarks on a quest to find her friend’s voice in a fantastical world.
The ad introduces “Personal Voice,” an iPhone accessibility feature that can recreate a person’s voice based on a sample, helping those who have lost their ability to speak.
Directed by New Zealand filmmaker Taika Waititi, the film blends animation and live-action to showcase the product in action. It culminates with the appearance of Dr. Tristram Ingham, a doctor and associate professor of epidemiology who has facioscapulohumeral muscular dystrophy (FSHD), a condition that can lead to speech loss. He recorded his narration using “Personal Voice.”
The storybook featured at the end of the film comes to life, both as a physical book and a free e-book available for download on Apple. This campaign highlights the role of accessible technology in the daily lives of its users.
Apple “Personal Voice” campaign offers valuable lessons for pharma on using emotional storytelling, accessibility awareness, and patient-centric messaging to create impactful and successful campaigns.