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 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.

Advertiser Profiles
Events & Venues
Holidays Nov 28, 2013 - Jan 1, 2014, Christmas Dec 25, 2013
Actors - Add
None have been identified for this spot
Lance Acord ... Director
TBWA Worldwide (Agency), OMD West (Media Agency), Park Pictures (Production Company)

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