TBWA\Media Arts Lab, Apple’s dedicated global creative agency, has won the prestigious Emmy Award for Outstanding Commercial at the 2024 Primetime Creative Arts Emmy Awards, for Fuzzy Feelings.
Fuzzy Feelings has also won four Lions at Cannes (including a Gold), five D&AD Pencils (including a Yellow), seven Gold pencils at the One Show, seven Golden Cubes at ADC, a Gold and two Bronze at the British Arrows and multiple Golds at the ANDYs and Shots Awards.
For Apple, it is also the first time a brand has won the Emmy two years in a row, and it is the brand’s fourth Emmy-winning Apple spot. Last year, Apple’s The Greatest won the Emmy for Outstanding Primetime Commercial, directed by Australian expat, Kim Gehrig, through Somesuch.
Fuzzy Feelings was directed by Lucia Aniello (creator of the series Hacks) in collaboration with stop-motion animator, Anna Mantzaris, of Passion Pictures. The film blends live action and stop-motion to deliver a heartfelt message of kindness and empathy, set to George Harrison’s Isn’t It a Pity. The holiday spot was crafted entirely using iPhone and Mac technology, following the journey of a young animator who, through her creativity, discovers empathy for those around her.
“Fuzzy Feelings is an invitation for people everywhere to express their creativity in original and personal ways, while highlighting the power of creativity to bridge divides, foster empathy, and bring humanity together, especially in our increasingly fragmented world,” stated Brent Anderson, global chief creative officer of TBWA\Media Arts Lab. “We are incredibly proud of this Emmy and deeply grateful to the Television Academy for this recognition.”
The Emmy win underscores the enduring success of the partnership between Apple and TBWA\Media Arts Lab, a collaboration that has produced famous advertising campaigns for over two decades.
The Creative Arts Emmy Awards, presented by the Academy of Television Arts & Sciences, celebrate outstanding artistic and technical achievements in television. Winning in the Outstanding Commercial category highlights the creativity, storytelling, and production quality that set Fuzzy Feelings apart as one of the most exceptional commercials of the year.
