Why an Apple TV show trailer is winning praise from creatives
Apple has turned what could’ve been a simple trailer for ‘Shrinking’, its TV show about Parkinson’s disease, into a poignant statement in its own right. And creatives are watching closely.
It’s been a questionable century so far for the humble trailer. Studios have been met with criticism for constantly revealing far too much plot, at the expense of hype and mystery in their marketing. In fact, it's gotten to the point where you pretty much feel like you’ve seen the TV show/film itself before your viewing.
Apple’s ‘Shrinking’ trailer is certainly not brief or mysterious, but it stands out for achieving far more than just plugging one of its shows.
Indeed, the ad is as much a statement on the heartache, hassle and unexpectedly life-affirming emotions that Parkinson’s disease brings with it.
In that respect, Apple has achieved a truly bold and brave bit of creative. Matt Batten, executive creative director, Affinity Group, puts it succinctly: “Some may see this as an ad for Apple TV. Apple may see this as an ad for a TV show. I see this as the greatest ad for Parkinson's never made.”
His comments prompted much industry praise, and personal stories of experiences with Parkinson’s disease on LinkedIn.
In an era where celebrity cameos are vying to achieve authenticity and relatability, this time, the stars of ‘Shrinking’ might actually have achieved it.
Harrison Ford and Michael J. Fox, two sufferers of the condition (and stars of the show), talk candidly, and even comically, about their experiences.
Disability creative in 2026
It’s been a strong era for brands handling accessibility and disability issues with the right amount of sensitivity.
‘Valuable 500 – Disability Inclusion Accountability’, created by adam&eveDDB, urged businesses to take responsibility for ending disability exclusion, with a powerful message to leaders.
SheSays & JCDecaux’s ‘Believe Their Pain’, meanwhile, focused on hidden illnesses and disabilities faced by women and non‑binary people in the creative industries. Like Apple’s effort, its focus was also on validating lived experiences.
Then there was Pablo & Kate Tantam’s ‘Ending the NHS Rehabilitation Postcode Lottery’, which highlighted the inconsistent access to NHS rehabilitation services across the UK.
This isn’t the first time Apple has handled disability with sensitivity and insight. But it might be its most effective.
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