Emmy: Apple, Amazon, Nike, Dre nominated for best spot

(Noms for Outstanding Commercial announced)

Nominations for the 73rd Emmy Awards were announced yesterday recognizing a wealth of innovative storytelling, exceptional new programs, and a robust and diverse group of talent nominees.

One of the categories the Reel 360 Team always focuses on is of course the advertising category. The nominations for this year are from Apple, Amazon, Beats by Dre, and Nike. Four advertisers deliver six spots that are nominated for Outstanding Commercial.

“You Love Me” Beats By Dre

Created by New York-based Translation, ” You Love Me” stars Naomi Osaka, Lil Baby, Bubba Wallace, and Janaya Khan and is narrated by Tobe Nwigwe, the spot unpacks the question, “You love Black culture, but do you love me?”

Defiantly directed by Melina Matsoukas (Queen & Slim) the winning film contrasts the ways in which black music, style and culture are depicted within society against everyday experiences of inequality and racism.

‘Jump’ Apple AirPods Pro

Touting the versatility of the wireless earbuds will help “turn the world into your playground,” the work from TBWA\Media Arts Lab is one of those magical spots you dance along with, watch over and over, and actually go out and buy the earbuds.

Featuring the song “Fallin’ Apart (Feat. Denzel Curry & Pell)” by Young Franco, the spot begins with our young hero calmly inserting his AirPods Pro into his ears.

As he goes on his journey, he joins some kids who are jumping rope. People around him get ideas and begin creating jump ropes out of unexpected materials like neon tubing and painted road signs which magically lift off the ground. And the AirPods Pro stay in his ears. Watch below:

It Already Does That’ Apple Watch Series 6

To formally introduce the Apple Watch Series 6, Apple created an epic spot starring an increasingly frustrated Helena Bonham Carter (Harry Potter series, Sweeney Todd, Fight Club)

To highlight its groundbreaking specs, particularly the new feature that allows the wearer to measure their blood oxygen level, the ad sees Bonham Carter get more and more irritated that her words are disrupted by Apple Watch users telling her the futuristic technology she’s describing already exists.

“Imagine one day a tiny device with an optical sensor will send you an alert if your heart rate is too low,” her recognizable voice entices the listener, before an Apple Watch user interrupts:

REELated: WandaVision: Disney+ series gets heroic 23 noms

‘Alexa’s Body’ Amazon

Amazon partnered with renowned actor, film producer, director and arguably the sexiest man alive, Michael B. Jordan (Creed, Black Panther, Just Mercy) for his first-ever Super Bowl ad. 

The results were sexy to say the least.

Entitled ‘Alexa’s Body’ and created by Lucky Generals – along with teams at Amazon – the spot celebrates Alexa’s new beautiful form factor, while one executive daydreams about what other beautiful forms Alexa could live inside of… like say the widely adored Jordan.

‘Better: Mamba Forever’ Mamba Nike

To celebrate what would have been Bryant’s 42nd birthday on August 23, Nike created a :90-second film directed by Prettybird’s Melina Matsoukas, director of Queen & Slim, with creative by Nike’s long-time agency Wieden+Kennedy Portland.

Dubbed ‘Better’ and narrated by Kendrick Lamar, the spot focuses on Kobe’s work ethic and overall commitment to improving his game. It’s a stirring celebration of the universal importance of progress, with Kobe’s prolific desire for improvement as its anchor.  Watch the Emmy nom below:

You Can’t Stop Us’ Nike

Nike’s film, “You Can’t Stop Sisters,” shows how the Williams sisters have influenced tennis, and lifted each other up at every step of their journey using the power of sport and sisterhood.

The film is the brand’s latest effort in its ongoing You Can’t Stop Sports commercials, from Wieden+Kennedy, that balance superstar athletes competing on the field and questioning societal issues.

Over a series of clips from the sisters’ past, we hear Serena, “Ever since we were little girls, you’ve compared us to each other. My game vs. her game. My ranking vs. her ranking. My titles vs. her titles. My grandslams vs. her grandslams. It’s funny. You saw two tennis players trying to win a game. And we saw two sisters changing it.” Powerful stuff. Watch below:

The 73rd Emmy Awards will be hosted by Cedric the Entertainer. Executive Producers Reginald Hudlin and Ian Stewart and Director Hamish Hamilton have been selected to helm the show for production companies Done+Dusted and Hudlin Entertainment.

The Emmy Awards will be broadcast on Sunday, Sept. 19 (8:00-11:00 PM, live ET/5:00-8:00 PM, live PT) on the CBS Television Network and will be available to stream live and on-demand on Paramount+. The 2021 Creative Arts Awards will be broadcast on Saturday, Sept. 18 (8:00 PM ET/PT) on FXX.

Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1