The Harris family gathers together to celebrate Christmas. Capture the moments that matter most with those who matter most. Happy holidays from Apple.
iSpot Review — August 28, 2014
"Misunderstood" is the 2014 Creative Arts Emmy winner for
As a sister to the main stage Emmys, the Creative Arts Emmys
primarily honors the technical production artists who contribute to creative
storytelling."Misunderstood" seems well
deserving in this light. The commercial tugs at viewers' emotionsthrough
a clever climax for the spot that projects a loving family through the optics
of an iPhone camera.
Although not complicated to execute from a technical
standpoint, the shift in camera perspective maintains the production valueof the
ad while emoting with the voice of a teenager who still appreciates and loves
his family. We all misunderstood his focus on his iPhone, no one realized he
was really using it to capture and edit fleeting holiday memories.
Emotional commercial plays can be white noise at holiday
time, yet Apple used spot-on insight about the teen consumer to break through
the clutter and create a social moment.