Dove's 'Cost of Beauty' the sole PSA among the 2023 Emmy nominees for Outstanding Commercial

I'm recycling the opening sentence to SAG-AFTRA joins the WGA on strike: "I was planning on writing about the Outstanding nominees at this year's Creative Arts Emmy Awards, but then SAG-AFTRA voted to strike as Deadline reported." It's time to follow through on my postponed promise by examining the nominees for Outstanding Commercial beginning with the one public service announcement (PSA) nominated, Cost of Beauty: A Dove Film | Dove Self-Esteem Project from Dove UK.

CW/TW: Sensitive content. This film features real stories about body appearance that may be upsetting to some viewers.

8 in 10 youth mental health specialists say social media is fuelling a mental health crisis.* Join us on our mission to make social media a more positive place by taking a stand against its harmful design, so that platforms can be safer for kids.

This is the one nominee that isn't selling the product its sponsor makes. Instead, a beauty product company (yes, Dove is best known for soap, but its ads sell beauty as much as or even more than cleanliness) is pointing out that young people, particularly girls and young women, can have too much of a concern about a good thing. It's also pointing a finger at social media, the subjects of double Emmy winner "The Social Dilemma", double Emmy nominee "The Facebook Dilemma", and Emmy nominee "The Great Hack". Social control and misinformation are problems outside of politics.

This reminds me that I didn't acknowledge last year's winner, "Teenage Dreams" from Sandy Hook Promise. Here is the Twitter graphic from the Television Academy announcing its win.


Congratulations!

I also never wrote an entry about the nominees and winner of Outstanding Promotional Announcement at the News and Documentary Emmy Awards. That was National Geographic's "9/11: One Day in America," which also won Outstanding Historical Documentary. I didn't completely miss it, as I mentioned that it had six nominations in Emmy nominee 'My Garden of a Thousand Bees' for World Honey Bee Day, but I never followed up on that aside. Darn. Here is the Twitter graphic from Nat Geo Docs announcing both wins.


Congratulations! May I not be so busy as to miss this year's nominees.

Follow over the jump for the rest of the nominees in this category.


Here are the other nominated commercials in alphabetical order, beginning with The Greatest | Apple.

At Apple, we believe accessibility is a human right. Innovative features like Door Detection, Sound Recognition, Voice Control, and more are designed to let you use your devices in ways that work best for you.
...
“I Am the Greatest (with Marliya Choir)” by Spinifex Gum

On the one hand, this is definitely selling Apple's products. On the other, it's definitely socially conscious and shows that being inclusive is good business. Take that, Ron DeSantis!

Next, Call Me with Timothée Chalamet | Apple TV+.

Apple TV+ has almost all the biggest stars in Hollywood. Almost. Timothée Chalamet wants in.

Song: "Que c'est triste Venise" by Charles Aznavour

Timothée Chalamet, Apple did call you — for an ad! That written, I'm looking forward to seeing him in "Dune: Part Two" and "Wonka."

Now for the second video I watched, "Forever": The Farmer’s Dog 2023 Super Bowl Commercial.

Watch our 2023 Super Bowl commercial that’s earned the top spot in USA TODAY’s 35th Ad Meter competition.

Any dog person knows-nothing matters more than more years together. And that’s what inspired us in making our latest TV commercial - celebrating the full, healthy, and happy lives we want all dog people to experience with their best friends. It's our love letter to dogs.

Watch Ava and Bear’s story in the video above.

As a dog owner who watched with my dog on my lap, I cried at the end. No wonder it was the favorite Super Bowl commercial.

Next, two commercials I've actually seen online and on TV, beginning with The new AirPods Pro | Quiet the noise | Apple.

The new AirPods Pro. Up to 2x more Active Noise Cancellation than the previous generation.
...
Where Is My Mind? by Tkay Maidza

This is a phenomenal piece of film-making that grabbed my attention and made its point about the product. It also has the best music. It's currently the most viewed nominee on YouTube ahead of "The Greatest," also by Apple. On pure technical craft and salesmanship, it wins. If the voters take into account the social message, then I think "The Greatest" wins instead. I found that ad inspiring.

The other nominee I already saw is iPhone 14 | R.I.P. Leon | Apple.

Unsend and edit messages. Relax, it’s iPhone.
...
'ALIVE' by Hanni El Khatib

That was hilarious and a worthy nominee, but I don't think that will be enough to win.

I conclude with The Singularity (Extended) | Big Game Commercial 2023 | Squarespace.

Watch the extended cut of the Singularity, starring Adam Driver in a journey for truth and a website that makes websites.

I loved the references to "The Matrix" and "2001: A Space Odyssey" along with Adam Driver's performance. It deserved to be the other Super Bowl commercial nominated, although I think The Farmer's Dog's "Forever" a more emotionally effective ad.

That's it for the first installment of this year's Emmy coverage. Stay tuned for entries about the documentary nominees next.