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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 Comments10574 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



    Review: Filmmaker Lynne Ramsay’s “Die, My Love” Starring Jennifer Lawrence

    Thursday, November 6, 2025

    A primal punk spirit rages through Lynne Ramsay's "Die, My Love," a jagged, go-for-broke psychodrama starring Jennifer Lawrence as an increasingly unhinged new mother and Robert Pattinson as her husband. In this cauldron of marital nightmare, set in a ramshackle rural Montana home, there are fires, real and imagined, and a variety of wildlife. There's an incessantly yapping dog, brought home by Jackson (Pattinson) shortly after the couple move in from New York. There's a horse in the road, inopportunely. And on the shirt on Grace (Lawrence) is a tiger. But, more than these animalistic flourishes, there is Grace, herself. In a moment early in the film, she prowls on all fours through tall grass, with a knife in her hand. The shorthand description of Ramsay's film, adapted from a 2012 novel by the Argentine writer Ariana Harwicz, is that it's about a woman with postpartum depression. But that's not quite right. It's more about the power and urges of a woman who, like a beautiful, feral creature, is not taking to domestication. That's the appealing through line of "Die, My Love," though it can be difficult to firmly grasp it in Ramsay's piercing but tediously overamplified character study. Still, as unkempt and overwrought as "Die, My Love" is, it's not a movie that's timidly weighing in on parenting and gender roles. There's plenty to admire in Ramsay's uncompromising and delirious portrait of marital hell, particularly in the bracingly raw performance of Lawrence. The abandon with which she throws herself into the role is enough to make you exclaim "Mother!" Grace and Jackson have moved near his childhood home. Their house belonged to Jackson's uncle before he killed himself. Jackson's parents (Nick Nolte, Sissy Spacek) live nearby, and Spacek's knowing... Read More

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