iPhone 5s holiday ad, ‘Misunderstood,’ wins Emmy Award for 2014’s Outstanding Commercial

Apple ad (2013 holiday, teaser 001)

Apple’s marketing boss Phil Schiller is going to have a field day over this.

After a mishmash of some memorable and mostly forgettable advertisements that ensued following Steve Jobs’s October 2011 passing, Apple – not Samsung – has now won the coveted title of this year’s most Outstanding Commercial for the iPhone 5s ad dubbed ‘Misunderstood’, which was airing on television during the 2013 holiday season.

The award is granted by the Primetime Creative Arts Emmy Awards just a week before the live Primetime Emmys telecast…

Other entrants in this category include the usual suspects like General Electric, Budweiser and Nike.

The full list of winners is available in this PDF document (thanks, Boris!).

The 2014 Creative Arts Emmy Awards were announced tonight at the Nokia Theatre L.A. in Los Angeles.

Emmys in 26 other categories will be presented at the 66th Emmy Awards telecast on Monday, August 25, 2014, 8pm ET / 5pm PT, on NBC.

Starring the iPhone 5s, AirPlay and a happy family, the commercial depicts a teenage boy who captures scenes of his family decorating the Christmas tree, playing in the snow and more, and then plays the video for them on a living room TV set.

In case you’ve forgotten about it, grab your handkerchiefs and watch the heartwarming ‘Misunderstood’ ad right below. By the way, Apple’s made the video private on its own YouTube channel — good thing EveryAppleAd reposted it.


The commercial is credited to production company Park Pictures and TBWA\Media Arts Lab, Apple’s longtime ad agency that Phil Schiller now reportedly wants to fire following a series of meh ads and Samsung’s aggressive anti-iPhone advertising.

General Electric’s ‘Childlike Imagination’ is nicely done, too.


The Primetime Creative Arts Emmy Awards are largely dedicated to “key technical disciplines and behind-the-scenes crafts essential to television production,” according to the official website.

Has Apple deserved this award?

And how do you like the ‘Misunderstood’ ad?