Apple makes history with Emmy win for ‘Fuzzy Feelings’

Apple won the 2024 Emmy Award for outstanding commercial for its holiday spot “Fuzzy Feelings”—the first time a brand has picked up the award two years in a row. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here Released just before Thanksgiving last year, “Fuzzy Feelings” told the charming story of a woman who works an office job during the day but indulges her creative passion at night: creating stop-motion animation. She uses her art to process tensions with her boss, before eventually addressing the relationship in real life, too. The ad was made by agency TBWA\Media Arts Lab, director Lucia Aniello (HBO’s “Hacks”) and Swedish stop-motion animator/director Anna Mantzaris. It’s the fourth time Apple has won the Emmy for best ad. It won in 2023 for “The Greatest,” an acclaimed spot about the accessibility features in its devices, in 2014 for “Misunderstood” and in 1998 for “Think Different.” “‘Fuzzy Feelings’ is an invitation for people everywhere to express their creativity in original and personal ways, while never losing sight of the power of creativity to close gaps, foster empathy and bring humanity together especially in our increasingly fragmented world,” Brent Anderson, global chief creative officer of TBWA\Media Arts Lab, told Ad Age. “We are incredibly proud of this Emmy and grateful to the members of the Television Academy for the recognition.” “It’s a tremendous honor to be recognized, and a testament to the creative minds who make the work,” said Tor Myhren, VP of marketing communications at Apple. “Fuzzy Feelings” was one of two Apple spots nominated for the Emmy this year; the other was “Album Cover,” which featured bickering bandmates using the iPhone 15 to design cover art. The four other nominated spots were CeraVe’s “Michael CeraVe,” Sandy Hook Promise’s “Just Joking,” State Farm’s “Like a Good Neighbaaa” and Uber One’s “Best Friends.” With its fourth award for best commercial, Apple pulls even with Nike for the most wins in the category. Apple has also closed the gap with Nike in Emmy nominations in the category with 12, one behind Nike. Ten of Apple’s nominations have come since 2020, while Nike has had just three since 2014. The award was first presented in 1997, when it went to HBO for its “Chimps” spot out of BBDO New York. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here

Apple makes history with Emmy win for ‘Fuzzy Feelings’

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