On Saturday, September 5, 2026 director Kim Gehrig of Somesuch won the Emmy for best commercial for Apple’s “I’m Not Remarkable,” a rousing and delightful piece showcasing college students with disabilities utilizing Apple’s accessibility features to navigate school and social situations.
The piece was additionally honored in the AICP Show: The Art & Technique of the Commercial for Advertising Excellence (Best of Show); Direction; Performance; and Cause. This is Apple’s third Emmy for best commercial in four years and its second Emmy-winning piece directed by Kim Gehrig. That win came in 2023 for “The Greatest,” also highlighting accessibility features, and created in-house at Apple. That piece also won the Advertising Excellence, Performance, Direction and Licensed Soundtrack or Arrangement categories in the AICP Show.
Fellow Nominees
Five other pieces were nominated for the Emmy: Apple’s “A Critter Carol,” directed by Mark Malloy of SMUGGLER via TBWA\Media Art Lab (a winner in the AICP Show for Design); the adidas spot “Backyard Legends” also directed by Mark Malloy, and done through the agency Lola; Coinbase’s “Your Way Out,” directed by Oscar Hudson of MJZ for agency Isle of Any (it also won for Direction, Production, and Production Design in the AICP Show); and Nike’s “Why Do It?,” directed by Vania & Muggia of Iconoclast for Wieden+Kennedy.