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    Home » Apple’s “Misunderstood” Wins Primetime Commercial Emmy Award

    Apple’s “Misunderstood” Wins Primetime Commercial Emmy Award

    By SHOOTSunday, August 17, 2014Updated:Tuesday, May 14, 2024No Comments10820 Views
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    Apple's "Misunderstood"

    By Robert Goldrich

    LOS ANGELES --

    Apple’s “Misunderstood” won the primetime commercial Emmy Award during the Creative Arts Emmy Awards ceremony last night at the Nokia Theatre in the L.A. Live complex. Directed by Lance Acord of Park Pictures for TBWAMedia Arts Lab, Los Angeles, “Misunderstood” is a brilliant misdirect underscoring that things aren’t always what they appear to be. The spot introduces us to a seemingly distracted teenager who is preoccupied with his hand-held device. He keeps at arm’s length from his family as they are celebrating being together and sharing a snowy Xmas.

    We later see, though, that the teen has been using his iPhone to chronicle the family during the holidays, making a film that captures the love and warmth they share. When he screens the piece, his mom, dad and relatives are deeply touched. The iPhone and its user were not keeping a safe distance from family affection and togetherness–rather the lad and Apple were right in the middle of what was happening and committed to keeping that experience and genuine affection alive.

    This is Apple’s second Emmy win, the first coming in 1998 for “The Crazy Ones” directed by then TBWAChiatDay agency staffer Jennifer Golub.

    This time around, “Misunderstood” topped a strong field of nominated commercials consisting of: Budweiser’s “Puppy Love” directed by Jake Scott of RSA for NY agency Anomaly; Budweiser’s “Hero’s Welcome” helmed by the Malloys of HSI for Anomaly; GE’s “Childlike Imagination” directed by Dante Ariola of MJZ for BBDO New York; and Nike’s “Possibilities” directed by MJZ’s Nicolai Fuglsig for Wieden+Kennedy, Portland, Ore.

    TBWAMedia Arts Lab’s creative ensemble on “Misunderstood” included chief creative officer Duncan Milner, executive creative director Eric Grunbaum, creative directors Chris Ribeiro, David Zorn, JD Jurentkuff and Drew Stalker, and producers Amanda Weiss, Eric Voegle and Diana Parada.

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    Category:News
    Tags:AppleLance AcordPark Picturesprimetime commercial EmmyTBWAMedia Arts Lab



    Duane “Keffe D” Davis’ Murder Trial Heads To Closing In Tupac Shakur’s 1996 Killing

    Friday, August 28, 2026

    The murder trial of Duane "Keffe D" Davis in the 1996 killing of Tupac Shakur is headed to closing arguments after the defense rested Thursday following testimony from three former Las Vegas police officers.

    Jurors are scheduled to return Monday for closing arguments before beginning deliberations in the only prosecution brought in the killing of the hip-hop icon. The presentation of evidence ended after nine days of testimony.

    Davis, 63, did not take the stand.

    Shakur was riding in a BMW on Sept. 7, 1996, when a white Cadillac pulled up next to it at a red light near the Las Vegas Strip and gunfire erupted. Shakur was shot multiple times and died six days later. The driver of the BMW, Marion "Suge" Knight, survived.

    Years later, Davis would say he procured the gun and his nephew, who has since died, fired the shots. Prosecutors say Davis orchestrated the killing, and he faces life in prison if convicted of murder with a deadly weapon with the intent to promote, further or assist a criminal gang. He has pleaded not guilty.

    Defense attorney Michael Sanft has argued that Davis fabricated or embellished his accounts of the killing for money and notoriety and that investigators failed to independently corroborate his claims.

    Retired Las Vegas homicide detective Dan Long, the defense's final witness, testified that he tried unsuccessfully to verify several details Davis provided during a 2009 police interview.

    Davis told Long that his nephew, Orlando "Baby Lane" Anderson, had gone to a Las Vegas hospital after being beaten by Shakur and others in a casino brawl hours before the rapper was fatally shot. Long said he was unable to find hospital records confirming Anderson was treated there.

    Long also tried... Read More

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