After spending my recent holiday with my 13 year old niece glued to her phone, or complaining that Cornwall has no signal, I see many similarities with Apple’s Misunderstood advert.   As adults we are very quick to judge the younger generation for constantly being on their phones, not interacting with the rest of us and not enjoying life like ‘we used to without gadgets’.

However, as this advert shows, phones and other devices can actually help capture precious moments and bring families together.  It is therefore not surprising to see that this great advert has won the 2014 Emmy Award for best commercial at the Creative Arts Emmys.

(However, playing games on your phone and texting instead of playing cricket with your Aunt does not count!)