Apple Beats Bud, Nike and GE to Win the 2014 Emmy for Best Commercial

'Misunderstood' takes coveted prize

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Apple has had its ups and downs in advertising lately. But one recent unqualified creative success—last year's much-loved "Misunderstood" holiday spot—waltzed off with the 2014 Emmy Award for best commercial at the Creative Arts Emmys on Saturday.

The spot, created by TBWA\Media Arts Lab and directed by Lance Acord of Park Pictures, shows a teen at Christmas who seems anti-socially glued to his iPhone, though it turns out it's for heartwarming reasons. It beat out four other nominees for the prize. Two of them were Super Bowl ads by Anomaly for Budweiser—"Hero's Welcome" and "Puppy Love." The other two were BBDO's "Childlike Imagination" for GE and Wieden + Kennedy's "Possibilities" for Nike.

See all five spots below.

The results are a reversal from the Cannes Lions festival where "Possibilities" won gold in Film while "Misunderstood" took silver. The Emmys, though, are known for rewarding big crowd pleasers. The GE spot was shortlisted in Film Craft at Cannes but didn't win. Neither Bud ad was shortlisted in any category.

Last year's Emmy winner was Grey's "Inspired" spot for Canon. Before that, W+K won four Emmys in a row—for Procter & Gamble's "Best Job" (2012), Chrysler's "Born of Fire" (2011), Old Spice's "The Man Your Man Could Smell Like" (2010) and Coca-Cola's "Heist" (2009).


2014 Emmy Awards – Outstanding Commercial

Winner: Apple, "Misunderstood"

Ad Agency: TBWA\Media Arts Lab

Production Company: Park Pictures


Nominee: Budweiser, "Hero's Welcome"

Ad Agency: Anomaly

Production Company: HSI Productions


Nominee: Budweiser, "Puppy Love"

Ad Agency: Anomaly

Production Company: RSA


Nominee: GE, "Childlike Imagination"

Ad Agency: BBDO

Production Company: MJZ


Nominee: Nike, "Possibilities"

Ad Agency: Wieden + Kennedy

Production Company: MJZ

@nudd Tim Nudd is a former creative editor of Adweek.