Apple’s first night at the Golden Globes didn’t go exactly as Tim Cook may have hoped — with none of the nominations for Apple TV+ show The Morning Show resulting in award wins. Adding insult to injury, returning host Ricky Gervais quipped that Apple used sweatshops to make its products. And even drew parallels to terrorist group ISIS.
CEO Cook was in attendance for the ceremony.
On the awards front, Apple TV+ series The Morning Show had received three Golden Globes nominations from the Screen Actors Guild. That put Apple ahead of Showtime, BBC America and USA Network in total nominations. Lead actors Jennifer Aniston and Reese Witherspoon were nominated for best performance by an actress in a TV drama. The show additionally picked up a nomination for best TV drama series.
None of the noms paid off, however. Olivia Colman won the prize for best actress in a TV drama for The Crown. Meanwhile, Succession picked up the best TV drama series award.
Ricky Gervais to celebrities at the Golden Globes: “You’re in no position to lecture the public about anything. You know nothing about the real world.”
Ends by telling award winners to “f**k off.”
Incredible video: pic.twitter.com/awdL4E2Zyf
— David Hookstead (@dhookstead) January 6, 2020
But it’s unlikely most people will be talking about that. Instead, people are likely to be buzzing about host Gervais’ quip about the tech giant. (Among many, many other topics.)
Gervais quipped that The Morning Show is a “superb drama about the importance of dignity and doing the right thing. Made by a company that runs sweatshops in China.”
He continued by addressing the actors in attendance. “You say you’re woke, but the companies you work for are unbelievable. Apple, Amazon, Disney — If ISIS started a streaming service you’d call your agent, wouldn’t you?”
Beyond Ricky Gervais: Golden Globes didn’t pay off for Apple TV+
Apple has made winning awards a priority with Apple TV+. According to a 2019 report, it has a team of people with awards strategy experience helping craft its campaigns. Netflix, which serves as a pioneering example of a successful streaming TV company, roared out of the gate with awards when it started making its own original programming around 2013.
The Morning Show hasn’t been unanimously well-received. Early reviews for the show were dire. The show’s producers suggested this was the result of Apple haters. However, like a lot of Apple TV+ programming, it has proven to be a hit with audiences.
Along with the Golden Globes, The Morning Show has also earned three nominations for the Screen Actors Guild Awards. Apple has already renewed it for a second series.
Via: Daily Mail
