Apple takes home an Emmy Award for 'Misunderstood' commercial

By Chuong H Nguyen
last updated

Apple has won an Emmy Award for the category of outstanding commercial in 2014 for its Misunderstood ad. The commercial debuted late last year in the 2013 Holiday season and shows how the iPhone can be used to capture and record, edit, and share memories for the holidays.

The Misunderstood campaign shows how Apple products work together, showcasing a misunderstood teen who sits by his lonesome apart from the family holiday festivities using his iPhone 5s. What his family doesn't understand until he shares with them on the Apple TV using AirPlay technology, was that he was filming these memories and editing them into a wonderful family keepsake movie.

If you're interested in seeing Apple take home the Emmy, the award show will happen on August 25th.

The commercial was produced by Apple ad agency partner TBWA. While there have been rumors of a rift between Apple and TBWA, the Emmy shows that this long-time partnership has resulted in some outstanding campaigns, with Misunderstood being one of the latest.

And if you're interested in learning more about how to use AirPlay, be sure to read our guide here at iMore!

How do you like Misunderstdood? Let us know in the comments.

Source: 9to5 Mac

Chuong H Nguyen
Chuong H Nguyen
17 Comments
  • Lovely Commerical Apple
  • If you like this commercial, you probably have a vagina.
  • Or enjoy them Sent from the iMore App
  • Hate to break it to you buddy, but I don’t think you’re on your way to have the Nobel prize this year :¬(
  • Hey Petey, dude, you're kiddin' me, right? I thought this commercial was beautiful and sentimental in all the right ways. Ok standby, I'm checking ... Yup! ... I still have a penis!
  • This was an incredible commercial as it truly captured the spirit of the brooding teenager who really is not as withdrawn as he appears to be. I love how Apple commercials are about capturing the experience of the technology and not just knocking the competition.
  • There's never any objectivity when it comes to Apple, these awards just get tossed to Apple because they're Apple. The commercial was lame as hell.
  • Shut the fuck up and go take 3 minutes to get back to your home screen with your galaxy s5 Sent from the iMore App
  • This ad was filmed in Edmonton,Canada using a family from Calgary,Canada Sent from the iMore App
  • That's interesting Sent from the iMore App
  • What Sent from the iMore App
  • Great job Apple advertising! I really liked this commercial - glad to see it got some recognition!
  • I loved this commercial!! & I love apple
    Commercials because they spend their time focusing on how THEIR products are good for peoples lives! Some people trying to day that this commercial isn't good, they know they were all into it until they starting seeing apple logos! This commercial is heartwarming and I hope Apple does a similar one like this with the iPhone 6! Sent from the iMore App
  • Gotta love recognition of geeks
  • There was a recent Disneyland/World commercial with a girl tweeting at the end that she was having fun and then the mother says to the dad: "And you said no phones".
    I like ads like these. They are saying the old adage of "don't judge a book by its cover".
  • Love it
  • Commercial like this makes me proud to own an apple product ! Sent from the iMore App