{"id":99,"date":"2014-08-26T21:01:00","date_gmt":"2014-08-26T21:01:00","guid":{"rendered":"http:\/\/10.1.11.137\/blog\/apple-earns-emmy-love-for-the-creative-between-tv\/"},"modified":"2021-01-14T07:52:36","modified_gmt":"2021-01-14T15:52:36","slug":"apple-earns-emmy-love-for-the-creative-between-tv","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/apple-earns-emmy-love-for-the-creative-between-tv\/","title":{"rendered":"Apple Earns Emmy Love for the Creative Between TV Shows"},"content":{"rendered":"<p><strong>At the 2014 <a title=\"Creative Arts Emmys\" href=\"https:\/\/www.emmys.com\/awards\/primetime-emmys\/2014\/creative-arts-emmys\" target=\"_blank\" rel=\"noopener\">Creative Arts Emmys<\/a>, held on Aug. 16, TBWA\/Media Arts Lab took home a statue for Best Commercial in honor of its compelling brand work for Apple.\u00a0 The holiday ad, <a title=\"Apple TV Spot, &quot;Misunderstood&quot; - Holiday Ad\" href=\"https:\/\/www.ispot.tv\/ad\/763q\/apple-holiday-misunderstood\" target=\"_blank\" rel=\"noopener\">\u201cMisunderstood,\u201d<\/a> showcased iPhone\u2019s video capability through the lens of a solemn teenager using technology to connect with his family.<\/strong><\/p>\n<div style=\"position: relative; width: 100%; padding-top: 56.25%; padding-bottom: 40px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; right: 0; left: 0; bottom: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.ispot.tv\/share\/763q\" width=\"300\" height=\"150\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>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.<\/p>\n<p>The campaign launched a week and a half before Christmas and was spearheaded by national buys on network TV, most notably a buy on the live finale of The Voice on December 16, 2013. iSpot.tv metrics show that this led to a tide of Twitter activity throughout the next two days that contributed to more than 4 million earned views online \u2013 nearly two-thirds of the 6 million viral views earned during the campaign\u2019s run through the end of December.<\/p>\n<p><em><em>[Online Views vs. Estimated TV Spend]<\/em><\/em><\/p>\n<p><a href=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2015\/08\/18170130\/Burger-King-Tweets.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-641 size-full\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2015\/08\/18170130\/Burger-King-Tweets.jpg\" alt=\"Social Activity\" width=\"1116\" height=\"370\" \/><\/a><\/p>\n<p><a href=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2014\/08\/26210100\/appleOnlineViewVEstSpend.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1806 size-full\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2014\/08\/26210100\/appleOnlineViewVEstSpend.png\" alt=\"Online Views vs Estimated TV Spend\" width=\"500\" height=\"120\" \/><\/a><\/p>\n<p>A second wave of earned activity came compliments of a buy on Fox\u2019s Sunday, December 22, broadcast of the NFL matchup between the Arizona Cardinals and Seattle Seahawks.\u00a0 Additional tweets from prominent NFL influencers, like Mark Schlereth, and increased search activity for the commercial in the days that followed added another million earned views throughout the next three days.<\/p>\n<p><a href=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2014\/08\/26210100\/appleMarkTweet.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1807 size-full\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2014\/08\/26210100\/appleMarkTweet.png\" alt=\"Mark Schlereth Tweet\" width=\"500\" height=\"98\" \/><\/a><\/p>\n<p><em>[Searches vs. Estimated TV Spend]<\/em><\/p>\n<p><a href=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2014\/08\/26210100\/appleSocialVEstSpend.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1809 size-full\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2014\/08\/26210100\/appleSocialVEstSpend.png\" alt=\"Social Actions vs Estimated TV Spend\" width=\"500\" height=\"181\" \/><\/a><\/p>\n<p><em><em>[Social Actions vs. Estimated TV Spend]<\/em><\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/31.media.tumblr.com\/9ae5e7f8a6bb5e5150c5aed50977c22f\/tumblr_inline_naxjtcLcL91soc7cz.png\" alt=\"Social Actions vs Estimated TV Spend\" width=\"500\" height=\"181\" \/><\/p>\n<p>As a sister to the main stage Emmys, the Creative Arts Emmys primarily honors the technical production artists who contribute to creative storytelling.\u00a0 \u201cMisunderstood\u201d seems well deserving in this light. The commercial tugged at viewers\u2019 emotions through a clever climax for the spot that projects a loving family through the optics of an iPhone camera.<\/p>\n<p>As TV commercials find extended reach in the digital age, the creative arts that drive engagement will only become more important, and the 2014 Emmy-winning \u201cMisunderstood\u201d shows how Apple takes full advantage of this new age in TV advertising.<\/p>\n<p>Written by\u00a0<span class=\"s1\">Joshua Ziliak<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>At the 2014 Creative Arts Emmys, held on Aug. 16, TBWA\/Media Arts Lab took home a statue for Best Commercial in honor of its compelling brand work for Apple.\u00a0 The holiday ad, \u201cMisunderstood,\u201d showcased iPhone\u2019s video capability through the lens of a solemn teenager using technology to connect with his family. Emotional commercial plays can&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[28,27,29],"ispot_product_categories":[],"acf":{"expiration_date":null},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/99"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=99"}],"version-history":[{"count":7,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/99\/revisions"}],"predecessor-version":[{"id":9994,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/99\/revisions\/9994"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=99"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=99"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=99"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=99"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}