Apple has had its ups and downs in advertising lately. But one recent unqualified creative success—last year's much-loved "Misunderstood" holiday spot—waltzed off with the 2014 Emmy Award for best commercial at the Creative Arts Emmys on Saturday.
The spot, created by TBWA\Media Arts Lab and directed by Lance Acord of Park Pictures, shows a teen at Christmas who seems anti-socially glued to his iPhone, though it turns out it's for heartwarming reasons. It beat out four other nominees for the prize. Two of them were Super Bowl ads by Anomaly for Budweiser—"Hero's Welcome" and "Puppy Love." The other two were BBDO's "Childlike Imagination" for GE and Wieden + Kennedy's "Possibilities" for Nike.
See all five spots below.
The results are a reversal from the Cannes Lions festival where "Possibilities" won gold in Film while "Misunderstood" took silver. The Emmys, though, are known for rewarding big crowd pleasers. The GE spot was shortlisted in Film Craft at Cannes but didn't win. Neither Bud ad was shortlisted in any category.
Last year's Emmy winner was Grey's "Inspired" spot for Canon. Before that, W+K won four Emmys in a row—for Procter & Gamble's "Best Job" (2012), Chrysler's "Born of Fire" (2011), Old Spice's "The Man Your Man Could Smell Like" (2010) and Coca-Cola's "Heist" (2009).
2014 Emmy Awards - Outstanding Commercial
Winner: Apple, "Misunderstood"
Ad Agency: TBWA\Media Arts Lab
Production Company: Park Pictures
Nominee: Budweiser, "Hero's Welcome"
Ad Agency: Anomaly
Production Company: HSI Productions
Nominee: Budweiser, "Puppy Love"
Ad Agency: Anomaly
Production Company: RSA
Nominee: GE, "Childlike Imagination"
Ad Agency: BBDO
Production Company: MJZ
Nominee: Nike, "Possibilities"
Ad Agency: Wieden + Kennedy
Production Company: MJZ