Amaya Toman There is still a lot of time left until Christmas, but in today's part of our historical series about Apple, we will remind them a little. Today we will be talking about the day when Apple won an Emmy for its advertising spot called Misunderstood, which takes place just in time for the Christmas holidays. It happened on August 18, 2014.
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The "Misunderstood" commercial, promoting the iPhone 5s and its shooting and video capabilities, won the Emmy Award for Outstanding Commercial of the Year in the second half of August 2014. The theme that appeared in the ad was familiar to many a parent and child. The spot featured a taciturn teenager who doesn't spend time with his family at Christmas because he's too busy with his iPhone. If you haven't seen the Misunderstood ad, skip the following sentence, which contains a spoiler, and watch the ad first - it's really, really good. At the end of the ad, it turns out that the central teenage (anti)hero isn't actually acting like a spoiled iPhone addict. Using an iPhone and iMovie, he filmed the whole time and finally edited a touching family holiday video.
The advertising spot won the hearts of sensitive viewers, but it did not avoid criticism either. For example, some questioned why the protagonist shot the entire video in portrait mode, with the resulting montage appearing in landscape mode. But the majority response was overwhelmingly positive, both from ordinary viewers and critics and experts. In connection with the Christmas holidays, Apple very tactically and sensibly decided to prefer a sentimental and touching message to a blunt sale and a cold presentation of the technologies and functions of the iPhone 5s. At the same time, the aforementioned qualities were properly presented in the advertisement, and the fact that the iPhone 5s was also used for the filming of the film Tangerine, which also appeared at the Sundance Film Festival, also testifies to them.
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Apple, production company Park Pictures and advertising agency TBWA\Media Arts Lab won the Emmy for "Misunderstood." The award came as Apple became embroiled in a dispute with TBWA\Media Arts Lab — which has produced Apple's ads since the "Think Different" campaign — over TBWA's alleged decline in quality. With its spot, Apple beat out competitors such as General Electric, Budweiser and Nike.
