Apple’s ‘The Greatest’ wins 2023 Emmy for outstanding commercial

Apple’s lauded accessibility spot “The Greatest” picked up more hardware on Sunday night, winning the 2023 Emmy Award for outstanding commercial at a ceremony that had been delayed four months due to the strikes in Hollywood. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here Created by Apple’s in-house marketing team and directed by Kim Gehrig of Somesuch, “The Greatest,” which first aired in December 2022, starred real people with disabilities using the accessibility features of Apple products. The spot had already picked up a slew of industry awards, including the Entertainment Lions for Music Grand Prix at Cannes Lions last summer. The Greatest Client: Apple Agency: In-house Director: Kim Gehrig, Somesuch There were six other Emmy contenders this year—three other Apple spots, along with ads from Dove, The Farmer’s Dog and Squarespace. This is Apple’s first Emmy win since 2014, when it won for the holiday spot “Misunderstood,” and its third win overall, including “Think Different” in 1998 (the second year of the best-commercial Emmy). The company has been a dominant presence among the nominees lately. It set a record with its four spots nominated this year, and it’s had 12 spots nominated in the past six years. Before this year, Nike and Sandy Hook Promise had split the previous four Emmy Awards for best spot, with Nike winning in 2019 and 2021 and Sandy Hook taking the prize in 2020 and 2022. Check out the latest Ad Age events and award programs Sunday’s prize was given out as part of the two-night Creative Arts Emmy Awards this weekend. The main Emmy Awards ceremony will take place on Jan. 15. Both ceremonies were delayed from September 2023 due to the now-resolved Hollywood labor disputes. See the six 2023 Emmy runners-up below. Call Me with Timothée Chalamet Client: Apple TV+ Agency: TBWA\Media Arts Lab Los Angeles Director: Tom Kuntz, MJZ The Cost of Beauty Client: Dove Agency: Ogilvy London and Toronto Director: Henry-Alex Rubin, Smuggler Forever Client: The Farmer’s Dog Agency: In-house Director: Goh Iromoto, Sanctuary Quiet the Noise Client: Apple Agency: TBWA\Media Arts Lab Los Angeles Director: Megaforce, Iconoclast R.I.P. Leon Client: Apple Agency: In-house Director: Andreas Nilsson, Biscuit Filmworks The Singularity Client: Squarespace Agency: In-house Director: Aoife McArdle, Smuggler

Apple’s ‘The Greatest’ wins 2023 Emmy for outstanding commercial

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