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Old Aug 18, 2014, 11:45 AM   #1
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Apple Awarded Creative Arts Emmy for 'Misunderstood' Holiday Commercial




The Television Academy this weekend announced the winners for the 2014 Creative Arts Emmy Awards, recognizing the technical side of television in honoring the outstanding "behind-the-scenes crafts essential to television production." Apple was among the winners announced during a ceremony held Saturday night in Los Angeles.

Apple, along with Park Pictures production company and TBWA\Media Arts Lab ad agency, was awarded an Outstanding Commercial Emmy for its holiday "Misunderstood" advertisement. In the commercial, a family participates in a traditional Christmas celebration while a younger member records all of the activities on his iPhone. Chided for being on the sidelines, the misunderstood teen delights his family at the end of the commercial with a heart-warming montage of the holiday celebration streamed via AirPlay to the living room television.

The award was shared with Apple's longtime ad agency, TBWA\Media Arts Lab, which allegedly now has a rocky relationship with the Cupertino company. Emails from Apple's head of marketing Phil Schiller hint at discord between the ad agency and Apple's executives following a scathing criticism from The Wall Street Journal. A more recent rumor suggests Apple is ready to sever its ties to TBWA/Media Arts Lab, with Beats co-founder Jimmy Iovine stepping in to help spearhead the company's future marketing campaigns.

Article Link: Apple Awarded Creative Arts Emmy for 'Misunderstood' Holiday Commercial
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Old Aug 18, 2014, 11:47 AM   #2
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That was a good one actually... I'd like to see more commercials like the Mac vs PC series though heh heh x)
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Old Aug 18, 2014, 11:49 AM   #3
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An advert has been awarded an Emmy? -_-
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Old Aug 18, 2014, 11:52 AM   #4
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It's a cool concept, but this has been done before in TV show Community making it feel a lot less creative.
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Old Aug 18, 2014, 11:53 AM   #5
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Wow, I sort of overlooked that advert before. But now I look at it, it's very touching. Congratulations, Apple.
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Old Aug 18, 2014, 11:54 AM   #6
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Meh. Too Hallmarky and predictable IMO. Award judges eat that crap up for the most part though.
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Old Aug 18, 2014, 11:57 AM   #7
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Originally Posted by roadbloc View Post
An advert has been awarded an Emmy? -_-
Yes, they've been doing it for years, since at least the late 90's. Apple isn't the first.
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Old Aug 18, 2014, 12:00 PM   #8
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It's a cool concept, but this has been done before in TV show Community making it feel a lot less creative.
It was? When?
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Old Aug 18, 2014, 12:13 PM   #9
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It was? When?
In Introduction to Film, Abed sets out to create a movie, and throughout the process, he alienates everybody to the point of yelling and telling him he's weird. Then when he shows the film, it turns out he was using everybody's confusion and bewilderment at him to convey his childhood experience.



I think it's a bit of a stretch connecting the ad to this video, but they both feature somebody who seems socially disconnected acknowledging their disconnect with a sentimental film.

Last edited by AngerDanger; Aug 19, 2014 at 06:28 PM. Reason: typo
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Old Aug 18, 2014, 12:36 PM   #10
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It's a rock solid ad because it both connects emotional with the audience and subtle demonstrates an array of iPhone capabilities.
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Old Aug 18, 2014, 12:38 PM   #11
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Apple is ready to sever its ties to TBWA/Media Arts Lab, with Beats co-founder Jimmy Iovine stepping in to help spearhead the company's future marketing campaigns.
Having Beats incharge of anything seems like a massive mistake to me. I guess so long as Beats has nothing to do with Apple's computers or iOS devices, or any softwares besides the music related ones, I'm okay, though. Apple doesn't really need me to like their ads, since I'll buy their products anyways (so long as they remain the best).
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Old Aug 18, 2014, 01:06 PM   #12
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It would have been good if it weren't for all the crying people at the end.
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Old Aug 18, 2014, 01:12 PM   #13
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Wow, never saw that before, just watched it and got tears in my eyes. Love family moments like these. Life is very precious!
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Old Aug 18, 2014, 01:13 PM   #14
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Didn't know they were giving out Emmy's to ads now. Kinda unfortunate, that. But still, good ad. Probably deserved it.
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Old Aug 18, 2014, 01:15 PM   #15
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That commercial was really smart. Classy and understated.

It's a shame Samsung hasn't been nominated for its bash-iPhone-users ads
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Old Aug 18, 2014, 01:18 PM   #16
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Originally Posted by Meandmunch View Post
It's a rock solid ad because it both connects emotional with the audience and subtle demonstrates an array of iPhone capabilities.
Spot on. The best ads make a connection AND highlight the product. This does both in an amazing way. Loved it when it was on air.
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Old Aug 18, 2014, 02:13 PM   #17
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Originally Posted by Meandmunch View Post
It's a rock solid ad because it both connects emotional with the audience and subtle demonstrates an array of iPhone capabilities.
Technically, it's a good Ad. But it's sappy and emotive.

A big hit with Grandmas, no doubt, but it's not the sort of thing that makes Apple look cool or resonate with youth.

The more recent "stickers" ad was much better, in my opinion.
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Old Aug 18, 2014, 02:37 PM   #18
milo
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I think it's a bit of a stretch connecting the ad to this video
Big time. The whole point of the Apple ad is that nobody realizes he has been filming and editing the whole time, they assume he's texting or playing games. The thing on community is nothing like that.
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Old Aug 18, 2014, 02:41 PM   #19
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Originally Posted by ArtOfWarfare View Post
Having Beats incharge of anything seems like a massive mistake to me. I guess so long as Beats has nothing to do with Apple's computers or iOS devices, or any softwares besides the music related ones, I'm okay, though. Apple doesn't really need me to like their ads, since I'll buy their products anyways (so long as they remain the best).
Well, I guess if you're going to miss the point of the article then this is the best way to do it. This ad came before the Beats deal; it is unclear if you knew that.

As for the ad, it is probably the first Apple ad in a long time that I actually cared to pay attention to. It was "hallmarky" as someone mentioned, but it was done well...even better than when it was done on Community.
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Old Aug 18, 2014, 02:58 PM   #20
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Yay, Edmonton!
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Old Aug 18, 2014, 03:32 PM   #21
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Originally Posted by Reason077 View Post
Technically, it's a good Ad. But it's sappy and emotive.

A big hit with Grandmas, no doubt, but it's not the sort of thing that makes Apple look cool or resonate with youth.

The more recent "stickers" ad was much better, in my opinion.
It was Christmas bro, name a sappier time of the year. Stickers was indeed a great ad!
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Old Aug 18, 2014, 03:46 PM   #22
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The tears were a bit much.
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Old Aug 18, 2014, 04:24 PM   #23
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I find this one of their best ones. I still remember when I saw it the first time and really liked it.
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Old Aug 18, 2014, 04:31 PM   #24
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Originally Posted by GoCubsGo View Post
Well, I guess if you're going to miss the point of the article then this is the best way to do it. This ad came before the Beats deal; it is unclear if you knew that.
I am aware of the fact that this ad is unrelated to Beats and predates Apple's ownership of them.

But my comment was regarding the final sentence of the article:

Quote:
Apple is ready to sever its ties to TBWA/Media Arts Lab, with Beats co-founder Jimmy Iovine stepping in to help spearhead the company's future marketing campaigns.
Sorry for not being clear in my post by not starting it off with that quote. I have edited that post to make it clearer what I was talking about, that I was talking about the tail end of the article rather than the meat of it.
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Old Aug 18, 2014, 04:37 PM   #25
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Very touching and didnt expect that ending (never seen it before).

btw can you really do all that editing with iMovie on your iPhone?
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