2024 Winner

Former NHL players P.K. Subban and Joe Thornton feature in Apple’s “The Hunt,” as part of the brand’s “Relax, it’s iPhone” campaign for the iPhone 14. The ad, from TBWA/Media Arts Lab, depicts the players using their iPhone 14 flashlights to search for a missing tooth on a frozen lake during a stormy night. (Did you know that about 85% of NHL players will lose a tooth during their careers?)

In a twist, when Subban attempts to fit a recovered tooth into his mouth, it doesn’t match. Undeterred, the players continue their search – relying on the iPhone 14’s long-lasting battery to keep the search going. The ad premiered in Canada during Super Bowl LVII and rolled out on broadcast, online and YouTube. It was also quickly picked up in media outlets, and shared on Subban’s own Twitter account.

Credits

TBWA\Media Arts Lab Los Angeles, USA Idea Creation
TBWA\Media Arts Lab Toronto, Canada Idea Creation, Entrant Company
Imperial Woodpecker Los Angeles, USA Production
Trim London, United Kingdom Production
Selected Works London, United Kingdom Production
BaconX Frederiksberg, Denmark Production
Lime Studios Los Angeles, USA Production
OMD Los Angeles, USA Media Placement
Brent Anderson TBWA\Media Arts Lab Global Chief Creative Officer
Katrien De Bauw TBWA\Media Arts Lab Chief Executive Officer
Brian O’Rourke TBWA\Media Arts Lab Chief Production Officer
Jenny Glover TBWA\Media Arts Lab Toronto Chief Creative Officer
Neil Walker-Wells TBWA\Media Arts Lab Toronto Executive Creative Director
Brandon Mugar TBWA\Media Arts Lab Group Creative Director
Jason Lee TBWA\Media Arts Lab Toronto Associate Creative Director
Derek Silveira TBWA\Media Arts Lab Toronto Associate Creative Director
Bill Chamness TBWA\Media Arts Lab Toronto VP Strategy
Cristina Ladki Williams TBWA\Media Arts Lab Executive Producer
Dylan McEnerney TBWA\Media Arts Lab Producer
Jeremy Swartz TBWA\Media Arts Lab Group Business Affairs Director
Ken Rongey TBWA\Media Arts Lab Senior Business Affairs Manager
Tony Krikorian TBWA\Media Arts Lab Associate Business Affairs Manager
Josh Marcy TBWA\Media Arts Lab Music Director
Genevieve Torabi TBWA\Media Arts Lab Music Supervisor
Gió Thomas TBWA\Media Arts Lab Music Coordinator
Josh Good TBWA\Media Arts Lab Audio Director
Lisa Harvey TBWA\Media Arts Lab Toronto Senior Account Director
Taylar Jackson TBWA\Media Arts Lab Account Supervisor
Emily Gale TBWA\Media Arts Lab Global Account Director