Maya Angelou’s poems can add power to any narrative. The latest Apple "shot on iPhone" campaign has her reciting her poem, The Human Family, to a montage of pictures (including a few from India) and videos of people from around the world. The photographers and videographers get due credit too, but the spotlight is squarely on Angelou's voice.
A slightly shorter version of the original poem, it emphasises that we are all special, yet the same. “I've seen the wonders of the world, not yet one common man.” And affirms our basic humanity:
“I note the obvious differences
between each sort and type,
but we are more alike, my friends,
than we are unalike.”
The sound of Angelou’s voice and words make for a stirring ad, which first played on Friday during the opening ceremony of the 2016 Rio Olympics. Poetry and commerce don't often blend, but in this message about our shared humanity they come together quite well.
An earlier spot by BBC Sport for Serena Williams used another one of Angelou's popular poems Still I Rise. Williams, who has suffered from racism, sexism and misogyny, recites (a shorter version) with absolute conviction.
Below is a video of Angelou reading the full poem, laughing through the lines about her sassiness.
Limited-time offer: Big stories, small price. Keep independent media alive. Become a Scroll member today!
Our journalism is for everyone. But you can get special privileges by buying an annual Scroll Membership. Sign up today!