Misunderstood
Award: Graphite Pencil
Graphite Pencil / TV & Cinema Advertising / TV Commercials 61-120 seconds / 2014
Apple’s holiday spot, ‘Misunderstood’ leverages the cultural tension surrounding people’s increasing use of technology, focusing specifically on a teenage boy who seems more interested in his iPhone than his family. As the story unfolds, the audience is set up to condemn the teen’s behaviour, which creates the opportunity for a dramatic twist. A sudden shift reveals the teen’s true intentions and Apple’s point of view that technology is a wonderful tool, allowing us to create, connect and express ourselves in ways we might otherwise be unable to.
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