Apple’s Christmas ad, Misunderstood, won Outstanding Commercial 2014 at the Creative Arts Emmy Awards on August 16.

It’s the week before the Emmys, when the talents on which television production relies get their time in the spotlight. And Apple’s Misunderstood by TBWA\Media Arts Lab has won the top advertising Emmy, Outstanding Commercial 2014. Its director was Lance Acord and production company, Park Pictures.

This year, four of the five finalists are classic tear-jerkers.

The fifth, Wieden + Kennedy’s Possibilities for Nike is perhaps more rousing than a heartstring tug, but the voice of Bradley Cooper brings tears to every woman’s eyes. It also seems to be the most copied ad of 2014. Production company is MJZ.

Winner, Misunderstood, is about a teen who appears to be an outsider at his family’s Christmas, hanging about on the edge of what’s happening glued to his iPhone. In fact, he is creating his Chrissy present – A Harris Family Video, shot entirely on his iPhone 5S.

The youth’s video was such a hit, it became a YouTube film in its own right.

Two of the four nominees it beat to the top spot were Budweiser’s Super Bowl ads:

Hero’s Welcome, by Anomaly, with Production Company, HSI Productions, the story of a Lt Chuck Nadd’s return home from war with tagline, Salute a hero.

Puppy Love, also by Anomaly, with production company, RSA is about a puppy at an adoption shelter who befriends the horse next door, its emotional charge amped up by Passenger’s Let Her Go. It may well have won the viewers’ choice award had there been one, with its 51,549,311 YouTube views in seven months.

GE’s girl power ad, Childlike Imagination, by BBDO New York is the story of “What my Mom does at GE,” through the eyes of her young daughter. Production company is MJZ.

Last year Grey New York’s Inspired for Canon with director Nicolai Fuglsig ad prodiction company MJZ  won Outstanding Commercial.

W+K had won every year for the four years before that – with Procter & Gamble’s Best Job in 2012, Chrysler’s Born of Fire 2011, Old Spice’s The Man Your Man Could Smell Like 2010 and Coca-Cola’s Heist 2009.

At Cannes where film awards precede advertising’s Lions, Possibilities won Gold in Film this year, while Misunderstood won Silver. Childlike Imagination was shortlisted in Film Craft but didn’t win. And neither Budweiser ad made it into any shortlist.