August 18, 2014: A Christmas-themed iPhone ad lands Apple an Emmy for “Most Outstanding Commercial of the Year.”
The prize-winning spot is Apple’s “Misunderstood” iPhone 5s ad. It depicts a silent teenager who won’t spend time with his family at Christmas because he’s too busy with his iPhone. At the end of the ad, he reveals that he’s not actually being a misanthrope. He used his iPhone and iMovie to shoot and edit a heartwarming family montage!
Apple has reportedly instructed its ad agency, TBWA\Media Arts Lab, to move away from localizing big global campaigns for Apple and more on creating regional campaigns, designed to appeal more specifically to individual markets.
One of the first things Steve Jobs did after returning to Apple in the late 90s was to bring back TBWA\Chiat\Day, the ad agency which had previously produced the memorable “1984” Macintosh commercial. The result was the famous “Think Different” campaign, which helped set Apple off on its present course. Now it seems that Apple is moving away from TBWA\Chiat\Day, toward producing more of its television ads in-house.
Scott Trattner, the executive creative director behind the “Genius” advertising campaign — which was quickly killed by Apple shortly after its debut — has left his role at TBWA/Media Arts Lab in favor of a new role with advertising agency 72andSunny.
If you haven’t already seen Apple’s new iPhone 4S ad in which Santa uses Siri, then go and check it out — it’s really great. You may notice than when Santa checks his calendar, he has 3.7 billion appointments on Christmas Eve, four of which are with Whitney Kollar, Mark Sloan, Paula Cristalli, and David Young.
These aren’t just random names dreamt up by employees at Apple’s marketing firm — they are employees at Apple’s marketing firm.