updated 11:15 am EDT, Mon August 18, 2014
One of Apple's earliest efforts in current theme
Apple's "Misunderstood" iPhone ad, aired during the holidays last year, has been awarded a 2014 Creative Arts Emmy for Outstanding Commercial. The spot was produced with the help of TBWA/Media Arts Lab and Park Pictures, and features a boy who appears to be ignoring friends and family in favor of his iPhone, but is really shooting and editing a special video (said to be based on a true story). It beat out efforts on behalf of corporations like GE, Nike, and Budweiser.
The ad was an early example of Apple's current TV marketing campaign, which has concentrated on people using its products in "real-world" scenarios, instead of focusing on the products themselves. The company is believed to be moving more of its advertising in-house, eschewing TBWA, which was responsible for the marketing used by Apple throughout the 2000s and into the early 2010s. Conflicts over a proposed response to Samsung advertising have led to an increasingly distant relationship.