'Misunderstood' scores Apple an Emmy

This weekend Apple left the Creative Arts Emmys with the 2014 Emmy Award for best commercial. The winning spot, “Misunderstood”, ran over the holidays in 2013 and depicts a boy who seems to be enduring his family by self-medicating with his smartphone, except — TWIST! — he’s actually making them all a present with his subtle directing skillz. Everyone is touched, perhaps not least because they’re ashamed of how judgey they are. (Although when was the last time someone judged you for spending an entire party with your phone? The last family bash we went to, everyone was doing it. There was literally no talking).

"Misunderstood" was created by TBWA\Media Arts Lab and directed by Lance Acord of Park Pictures. Per AdWeek, it beat four other nominees, including two lauded Budweiser Super Bowl ads by agency Anomaly: “Hero’s Welcome” and “Puppy Love”.

Other nominees included “Childlike Imagination” by BBDO for GE, and “Possibilities” by Wieden + Kennedy for Nike. The latter actually beat “Misunderstood” at the Lions, where it won a gold in Film to Apple’s silver. You can see all the ads over on AdWeek (hyperlinked above).