Amaya Toman Although Christmas - and the associated Christmas ads from Apple - is still relatively far away, we will still remember it in today's installment of our historical series. In the second half of August 2014, an iPhone advertisement was awarded the prestigious Emmy Award. The spot called "Misunderstood" promoted the new iPhone 5s at the time and quickly won the hearts of not only the public, but also advertising and marketing experts.
A Christmas-themed iPhone ad earned Apple an Emmy Award for Best Ad of the Year. It's no wonder that it touched a lot of people with its plot - it lacks nothing that most of us love about Christmas commercials - family, Christmas celebration, emotions and a touching mini-story. It revolves around a taciturn teenager who practically does not let go of his iPhone after arriving at a family Christmas gathering. Although his age might make it seem like he's spending the Christmas holidays playing games or texting with friends, it's revealed at the end of the ad that he's actually been working on a handmade gift for his entire family.
The ad was met with mostly positive reception, but criticism was also not avoided. Discussants on the Internet criticized the spot, for example, that although the main character held his iPhone vertically the whole time, the resulting shots on the TV were in a horizontal view. However, despite minor irregularities, she captured the hearts of the vast majority of viewers from the ranks of the lay and professional public. She was able to very skillfully point out the versatility and usability of the latest technologies from Apple and at the same time move the audience in a way that perhaps only Christmas commercials can.
But the truth is that the iPhone 5s came with some really interesting features and functions including great shooting capabilities. It didn't take long and a film called Tangerine, shot on this iPhone model, even appeared at the Sundance Film Festival. In the following years, Apple began to promote the camera capabilities of its smartphones more and more intensively, and a little later the "Shot on iPhone" campaign was also launched.
The Emmy award for the commercial "Misunderstood" naturally went not only to Apple, but also to the production company Park PIcturers and the advertising agency TBWA\Media Arts Lab, which has already worked with Apple in the past. Apple managed to defeat competitors such as General Electric, Budweiser and the Nike brand with its Christmas advertisement for the iPhone 5s. But it was not the first time that the Cupertino company received this prestigious award for its work. In 2001, the so-called "technical Emmy" went to Apple for work on the development of FireWire ports.
Source: Cult of Mac
