Remember Apple’s holiday commercial, the one where the introverted kid made a touching video about a family gathering? It was awarded a Creative Arts Emmy for Outstanding Commercial by the Television Academy.
The ceremony, held this past Saturday, is designed to recognize the technical side of television production. Apple won the award along with Park Pictures production company and TBWA/Media Arts Lab ad agency; TBWA/Media Arts Lab has been a longtime ad agency of Apple’s, though the two have reportedly run into a rocky patch.
Many people criticized the ad’s message when it hit, while others lauded its emotional impact. Apple’s commercials over the past several months have focused on how its users actually make use of its devices—for content creation, for exercising, and more—with a message exclaiming users are more powerful than they think.
What’s ironic about this award is that Apple’s ads last year were scoring low among TV viewers, though obviously industry critics felt differently. You can watch the award-winning ad at the top of this post.