Ad Week:

The spot, created by TBWA\Media Arts Lab and directed by Lance Acord of Park Pictures, shows a teen at Christmas who seems anti-socially glued to his iPhone, though it turns out it’s for heartwarming reasons. It beat out four other nominees for the prize. Two of them were Super Bowl ads by Anomaly for Budweiser—”Hero’s Welcome” and “Puppy Love.” The other two were BBDO’s “Childlike Imagination” for GE and Wieden + Kennedy’s “Possibilities” for Nike.

The commercial took three days to shoot and was filmed in a historic house located on the edge of the River Valley in snowy Edmonton. Beautifully done.