The Creative Arts Emmys are a class of Emmy Awards presented in recognition of technical and other similar achievements in American television programming. They are commonly awarded to behind-the-scenes personnel such as art directors, costume designers, cinematographers, casting directors, and sound editors.
Produced by long-time advertising and marketing partner TBWA/Media Arts and Park Pictures, Apple’s Misunderstood ad features iPhone 5S, Apple TV, and AirPlay. The ad shows a boy filming and editing his holiday experience with an iPhone 5S and then showing it to a large audience on an Apple TV via AirPlay.
Of late, Apple has started producing its commercials in-house and has reduced its reliability on Media Arts Lab. Recently, Apple released a series of ads for iPad under “Your Verse” and iPhone 5S under “Powerful”.
Other advertisements that were nominated for “outstanding commercial” were General Electric, Nike, and Budweiser.