As part of their ‘Shot on iPhone’ advertising campaign (which has been making train station walls the world over a whole lot more vibrant), Apple have released a new TV spot entitled ‘The Human Family’, which takes its name from Maya Angelou’s poem of the same name.

The ad features Angelou reciting a select section of her poem over a series of intimate shots that people, from a variety of backgrounds, have taken themselves. Hence the ‘Shot on iPhone’ bit. Geddit.

Seriously though, this TV spot is as slick as you’d expect from Apple. Whoever runs their advertising department needs a raise.

If you’ve got a spare moment, you should check out the original poem in full. The final line in particular, “We are more alike, my friends/ than we are unalike”, is pretty powerful.

The TV Spot will make its television debut during the Olympic Opening Ceremony tomorrow night, but it’s already live on the www here:

Maya Angelou was born on April 4th 1928, in St. Louis Missouri. Maya went on to become a hugely influential and respected poet, memoirist and civil rights activist. She died May 28, 2014.

Here are two select quotes from Maya Angelou that we wanted to share with you:

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

“There is no greater agony than bearing an untold story inside you.”