Advertisers Shine at The Oscars

In the advertising world, the Superbowl is (obviously) viewed as the biggest day of the year. On no other day do commercials receive so much buzz as they do during the Superbowl.

Commercials during the Superbowl are extremely targeted. Additionally, they are extremely focused on sports and football. In other words, companies don’t simply take their existing commercials and air them during the Superbowl. Rather, the commercials are produced specifically for that event in order to maximize the return on the massive price-tag associated with the production.

The Oscars

But, as I am watching The Oscars this evening, I am very excited to see some brands take a similar approach. Check out some of my favorites.

JC Penny, a major sponsor of The Oscars, uses the event to launch new campaigns pretty regularly. This spot is just one of a six-commercial set, some of which feature Ellen Degeneres. I could very easily write an entire post on this campaign as well, as they expertly integrated commercials with fantastic social media and web campaigns.

Now, I’m not a huge fan of Samsung targeting the business market as of late, but this commercial, obviously featuring movie director Tim Burton, tied into The Oscars very well and is a good continuation of their Unicorn Apocalypse story.

Diet Coke – this is fantastic and I love it. At a time when the nation’s eyes were focused on the stars of the movie industry, they take the moment to say thank you to all of the individuals behind the scenes.

And finally… Stella. I’ll admit that I have a personal bias here, since I love Stella already, but I think the brand does a great job of using The Oscars to release this ad. Everyone at The Oscars is dressed to the nines and dressed to impress, and Stella taps into that environment with this super classy, high-brow commercial.

And the “She is a thing of beauty” tagline is incredible.

What were your favorites? Did I miss any great ads during The Oscars?


About Jim Mignano

Jim Mignano is a young professional practicing and learning Public Relations in Rochester, NY. He is passionate about the possibilities that digital media provide and loves utilizing new platforms for a variety of functions. James' blog is about people and the technology they use. It's about communication and persuasion... the old and the new ways of doing things... the struggle between sticking to the tried, true recipes and experimenting with intuitive, innovative ideas. It's an extension and reflection of James himself: the convergence of ambition & ability.
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