An Apple ad that was filmed in Edmonton, Alberta, Canada in 2013 has won a Creative Arts Emmy for Outstanding Commercial. The holiday ad shows a winter scene and is called “Misunderstood.” A teenaged boy is shown holding and seemingly engrossed with his his iPhone all through family activities like skating, visiting relatives, and playing outside. At the end, he presents to his gathered family, on Christmas morning, a touching video he has made of all of their activities.
Apple was in the running with Nike, General Electric, and Budweiser but won the award on Saturday night. The Nike ad featured LeBron James, the GE commercial focused on a child’s imagination, and there were two Budweiser ads that were nominated, one of a soldier’s homecoming and one with a puppy.
The 90-second commercial was filmed in the Highlands neighborhood of Edmonton and featured 23 members of one family. Part of the crew was also from Edmonton. An edited version of the awards show will play on August 24 and the Primetime Emmy Awards are on August 25.
