It pleases us to announce that Apple won the creative arts Emmy for their 2013 Christmas commercial called “misunderstood”. The 2014 Creative Arts Emmy Awards were announced tonight at the Nokia Theatre in Los Angeles.

Apple’s marketing boss Phil Schiller must be very pleased. After a mishmash of some memorable and mostly forgettable advertisements that ensued following Steve Jobs’s October 2011 passing, Apple – not Samsung – has now won the coveted title of this year’s most Outstanding Commercial for the iPhone 5s ad.

Personally we’ve never really understood why Samsung has to bash the competition in their adds. Their known for addressing some petty and some valid competitive edges that they believe their flagship phone the Galaxy S5 have over the iPhone in their commercials.

Apple though have shown that creativity still remains king. The award is granted by the Primetime Creative Arts Emmy Awards just a week before the live Primetime Emmys telecast. Other entrants in this category include the usual suspects like General Electric, Budweiser and Nike.

The full list of winners is available in this PDF document (thanks, Boris!).

The add showcases and centres around the iPhone 5s, AirPlay and a happy family. The commercial depicts a teenage boy who captures scenes of his family decorating the Christmas tree, playing in the snow and more, and then plays the video for them on a living room TV set.

Apple Wins Emmy Award for 2014 Commercial: