From Solemn and Lovely to Silly and Hilarious, Here Are the 5 Ads Up for an Emmy in 2018

Apple, Tide, Amazon and more are in the running

Apple's "Earth: Shot on iPhone" is in the running for the Emmy Award for outstanding commercial. - Credit by Apple
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While certainly best known as a celebration of television’s biggest hits and stars, the Emmy Awards also bestow a trophy to one advertisement each year.

So among this morning’s slew of Emmy nominations in 122 different categories, the Television Academy announced its five nominees for the 2018 Emmy Award for outstanding commercial. Social causes are often central themes in the shortlisted ads, and this year is no exception, though this year’s lineup features a few different spins on issue-based marketing.

In the more traditional PSA vein, there’s a powerful anti-bullying message from Monica Lewinsky and BBDO, but branded spots from Apple and Procter & Gamble also address major issues: the environment (in Apple’s “Earth: Shot on iPhone” from TBWA\Media Arts Lab) and racism in America (in P&G’s “The Talk,” also entered by BBDO).

That’s not to say all of this year’s Emmy-nominated ads are emotionally intense. The light-hearted, fourth-wall-breaking “It’s a Tide Ad”—already a big winner at the Cannes Lions and D&AD—is in the running, along with fellow 2018 Super Bowl spot “Alexa Lost Her Voice” from Amazon.

Here’s a look at all five Emmy nominees:

Amazon: “Alexa Loses Her Voice”

Agency: Lucky Generals
Production: Hungry Man

Apple: “Earth: Shot on iPhone”

Agency: TBWA\Media Arts Lab

Monica Lewinsky – Anti-Bullying, “In Real Life”

Agency: BBDO New York
Production: BBDO Studios

Tide, “It’s a Tide Ad”

Agency: Saatchi & Saatchi New York
Production: Rattling Stick

Procter & Gamble – My Black Is Beautiful, “The Talk”

Agency: BBDO New York
Production: The Corner Shop


If you’d like to revisit last year’s winner, a Squarespace Super Bowl ad featuring John Malkovich, you can read all about it here.


@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
Publish date: July 12, 2018 https://dev.adweek.com/tv-video/from-solemn-and-lovely-to-silly-and-hilarious-here-are-the-5-ads-up-for-an-emmy-in-2018/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT