Apple’s “Misunderstood” won the primetime commercial Emmy Award during the Creative Arts Emmy Awards ceremony last night at the Nokia Theatre in the L.A. Live complex. Directed by Lance Acord of Park Pictures for TBWAMedia Arts Lab, Los Angeles, “Misunderstood” is a brilliant misdirect underscoring that things aren’t always what they appear to be. The spot introduces us to a seemingly distracted teenager who is preoccupied with his hand-held device. He keeps at arm’s length from his family as they are celebrating being together and sharing a snowy Xmas.
We later see, though, that the teen has been using his iPhone to chronicle the family during the holidays, making a film that captures the love and warmth they share. When he screens the piece, his mom, dad and relatives are deeply touched. The iPhone and its user were not keeping a safe distance from family affection and togetherness–rather the lad and Apple were right in the middle of what was happening and committed to keeping that experience and genuine affection alive.
This is Apple’s second Emmy win, the first coming in 1998 for “The Crazy Ones” directed by then TBWAChiatDay agency staffer Jennifer Golub.
This time around, “Misunderstood” topped a strong field of nominated commercials consisting of: Budweiser’s “Puppy Love” directed by Jake Scott of RSA for NY agency Anomaly; Budweiser’s “Hero’s Welcome” helmed by the Malloys of HSI for Anomaly; GE’s “Childlike Imagination” directed by Dante Ariola of MJZ for BBDO New York; and Nike’s “Possibilities” directed by MJZ’s Nicolai Fuglsig for Wieden+Kennedy, Portland, Ore.
TBWAMedia Arts Lab’s creative ensemble on “Misunderstood” included chief creative officer Duncan Milner, executive creative director Eric Grunbaum, creative directors Chris Ribeiro, David Zorn, JD Jurentkuff and Drew Stalker, and producers Amanda Weiss, Eric Voegle and Diana Parada.
