Apple Holiday TV Spot, 'Misunderstood'
About this Commercial
"Misunderstood" is the 2014 Creative Arts Emmy winner for Best Commercial.
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' emotions through 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 value of 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.
Joshua Ziliak, iSpot.tv Director of Insights
August 28, 2014
People, Places & Things
Christmas Dec 25, 2013