Six commercials up for Emmys 2022: humour, pets, activism and more

The Emmy Awards has revealed the six nominees for its Outstanding Commercial category this year. Agencies and teams in the run include Apple, Media Arts Lab, Leo Burnett Chicago, Droga5, BBDO New York and McCann.

‘Detectives’ for Apple iPhone Pro: Apple (ad agency) and O Positive (production company)

With a classic detective movie scene spoof, the in-house advert showcased the cinematic mode of iPhone Pro’s camera. Locking characters in and out of focus against a humorous script, the ad used an interesting approach of ‘show, but also tell’.

‘Everyone But Jon Hamm’ for Apple TV+: Media Arts Lab (ad agency) and Hungry Man Productions (production company)

Developed by TBWA’s bespoke agency for Apple, Media Arts Lab, the advert shows a disgruntled Jon Hamm about his lack of presence on Apple TV+. With self-deprecating humour that is prevalent in celebrity-focused ads, the campaign highlights a reserve of content on the video-on-demand platform.

‘The Lost Class’ for Leo Burnett Chicago (ad agency) and Hungry Man Productions (production company)

Advertising can make an impact, and Leo Burnett knows it. ‘The Lost Class’ sends a message about gun violence with its grand display of empty graduation chairs, which should have been occupied by student victims. The agency’s Australian division was also lauded recently at Cannes for its One House to Save Many campaign, developed to highlight Australia’s increasingly frequent natural disasters from the angle of housing quality.

‘Skate Nation Ghana’ for Meta: Droga5 (ad agency) and Love Song (production company)

In a fast-paced fashion, ‘Skate Nation Ghana’ depicts the becoming of a skateboarding group facilitated by Facebook. The company is consistent in its way of showcasing communities around the platform, including the latest SMB campaign in Australia via Now We Collide.

‘Teenage Dream’ for Sandy Hook Promise: BBDO New York (ad agency) and Smuggler (production company)

In a sombre adaption of Katy Perry’s hit track, the campaign sheds light on perhaps a less nostalgic and more traumatic version of the teenage dream. Developed for Sandy Hook Promise, a nonprofit organization against gun violence, the work displays the aftermath of gun violence that remains haunting as time passes.

‘Walter the Cat’ for Chevy Silverado: Commonwealth//McCann (ad agency) and O Positive (production company)

Walter the Cat is agile and bold, and it needs a vehicle of the same quality as the company.


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