TBWA/Media Arts Lab Wins Emmy For Apple's 'Misunderstood' Spot

TBWA/Media Arts Lab needs to make room in its trophy case. This weekend, the agency and Park Pictures production company were awarded an Outstanding Commercial Emmy for its "Misunderstood" advertisement.

The spot shows a teen boy seemingly missing out on holiday moments with his family because he is too attached to his iPhone. However, the boy has actually been creating a holiday montage of all of these moments, which is then broadcast to his family while they are gathered in the living room.

Here is a link to the ad. TBWA beat out BBDO's "Childlike Imagination" for General Electric, Wieden + Kennedy's "Possibilities" for Nike, and two spots by Anomaly for Budweiser, "Puppy Love" and "Hero's Welcome."

The award comes after widely reported tension in the Apple-TBWA relationship and speculation that Apple may conduct an agency review after 30 some years of working with the Omnicom-owned agency. The 2014 Creative Arts Emmy Awards were announced during a ceremony held Saturday night in Los Angeles. The event honors technical disciplines and behind-the-scenes crafts essential to television production. This year, awards were given in 80 categories, including art direction, casting, cinematography, hairstyling, lighting design, makeup, music, picture editing, sound editing and mixing, special visual effects, stunts, and title design. 

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