Apple wins an Emmy

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Amongst Cupertino’s many other accomplishments, you can now chalk up Emmy Award Winner. Apple has just won the Most Outstanding Commercial of the Year award for its wonderful iPhone 5s ad, “Misunderstood.”

As you might recall, “Misunderstood” is an ad that explores the idea that the silent teenager who doesn’t spend any time with his family at Christmas because he’s on his iPhone all the time isn’t actually as sulky misanthrope after all, but actually a historian who has videotaped and edited all of the footage into an iMovie for his whole family to enjoy.

Apple wins an Emmy

Because what’s a better Christmas gift from the kid who never engages with his family than a video full of memories from which he is totally absent?

Personally, I thought the message of the ad was pretty skewed. But some people found it really moving, including our own Alex Heath, who said about “Misunderstood”: “When it comes to advertisements, doesn’t get much better than [this].”

Obviously, the Academy of Television Arts & Sciences agrees with Alex, not me. A week before the Primetime Emmys telecast, “Misunderstood” won the outstanding commercial of the year award, beating competitors such as General Electric, Budweiser and Nike.

You can find the full list of Emmy winners and nominees here (.pdf).

  • Rick

    “he is totally absent?” Hardly. Watch the video again.

  • https://www.facebook.com/clcfairfield Curtis Bland

    It was well deserved.

  • Raghu Venkataraman

    You just went from human to critic.

  • Paul Rosenberg

    You either don’t get it or you have an ax to grind. I’m guessing the latter is true, but either way, yours is a curmudgeonly assessment of an excellent piece of ad work.

  • Trill Toddler

    Cool commercial, but what does it have to do with the actual phone? Like, it’s not really “advertising” anything

About the author

John BrownleeJohn Brownlee is a Contributing Editor. He has also written for Wired, Playboy, Boing Boing, Popular Mechanics, VentureBeat, and Gizmodo. He lives in Boston with his wife and two parakeets. You can follow him here on Twitter.

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