The Academy Awards may be host-less this year, but the televised Oscars show is still a huge draw for advertisers, who are paying up to $2.2m for a 30-second spot during the broadcast. Some of the biggest brands and names in advertising and entertainment are involved with Oscar-timed campaigns.
Star power includes multiple Oscar nominee Ridley Scott, who has directed an epic spot for Hennessy, while Oscar winner Charlize Theron is starring in a 60-second ad for Budweiser. Other advertisers on Hollywood’s biggest night include Verizon, Google, Cadillac, IBM, McDonald’s, Rolex, Walmart and Samsung, not to mention others who are hitching a ride thanks to the hype around the evening, which is wise considering being part of the evening can up a brand's mindshare. Search intelligence company Captify's research found that sponsoring the Oscars is a win for brands, on and off the TV screen. In 2018, PepsiCo introduced Bubly Sparkling Water at the Oscars and the search uplift that followed was among the highest of all sponsors at 71%, which is a key indicator of successful awareness.
Take a look at the campaigns below, click through and vote for your favorites, and make sure to watch the 91st Academy Awards this Sunday to see who walks away with the most awards and the most buzzed-about ad.
: 'Tricky'
Agency:
Client:
Date: February 2019
Charlize Theron stars in a 60-second spot for Budweiser Reserve Copper Lager, a brew aged over Jim Beam barrel staves. The Oscar winner is seen ordering one at a typical tavern, then pouring it from its stubby bottle into a tall glass. Before she takes a sip, she hears a boasting man yelp over his prowess as a billiards shark. She does a classic “hold my beer” to a patron before deciding to keep holding it herself.
Theron then proceeds to whip the man at the pool table while putting the Run-DMC classic track Tricky on the jukebox. After her win, she continues her streak on the dart board, the punching bag game and an arm wrestling match, never spilling a drop of the lager as she leaves the defeated men in her wake.
Her brief voice over at the end states, “There’s a new Bud in town.”
Credits:
Agency: VaynerMedia
Brand: Budweiser Reserve Copper Lager
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: 'Money is Changing Phase Two'
Agency:
Client:
Date: February 2019
Visa is launching phase two of its social and digital series ‘Money is Changing’ with the help of its agency partner, Decoded Advertising. Building on the momentum created since the initial launch of the platform and data/insights gathered from millennial women, 'Phase Two' focuses on female empowerment – highlighting tools and resources to help millennial women make money work for them and featuring real stories of how women are forging change when it comes to topics of money.
Ahead of the Oscars, Visa is debuting a digital spot that speaks to changing the pay gap in Hollywood, featuring female designers, directors, producers and activists sharing personal stories of how they changed their financial circumstances by speaking up. Directed by Gia Coppola, the spots feature notable industry players like Arianne Philips (twice Oscar-nominated costume designer) and Melissa Jones (veteran producer/up-and-coming director).
Visa will also debut of a new digital ad, 'The Cost,' which aims to raise awareness of the money issues women face every day. The spot highlights moments throughout a woman’s life when she chooses to avoid talking about money, even when it was to her detriment. As viewers watch, they’ll see the literal cost of her silence add up.
The campaign also includes digital ads, social posts on Visa’s Facebook, Twitter and Instagram channels and content partnership with the likes of Refinery 29, Bustle and The Cut.
Credits:
Advertising Agency
Decoded Advertising
Matt Rednor: CEO
Chief Creative Officer: David Weinstock
Creative Director: Laura Holmes
Creative Director: Leah Butler
Art Director: Sam Cohen
Copywriter: Jessica Joiner
Executive Producer: Dan Fried
Group Brand Director: Katie Bartasevich
Brand Manager: Kaine Cahill
Strategy Director: Michele Kim
Business Affairs: Mister Brumfield
Production Company
Directors Bureau
Director – Gia Coppola
Managing Director/Executive Producer- Lisa Margulis
Executive Producer / Head of Production - Elizabeth Minzes
Producer- Mary Livingston
Director of Photography - Autumn Durald
Production Designer – Jeffrey Higinbotham
Costume Designer – Jacqui Getty
Casting – Good People Casting
Managing Director/Executive Producer- Lisa Margulis
Executive Producer / Head of Production - Elizabeth Minzes
Producer- Mary Livingston
Director of Photography - Autumn Durald
Production Designer – Jeffrey Higinbotham
Costume Designer – Jacqui Getty
Casting – Good People Casting
Editorial
Rock Paper Scissors
Managing Director/EP: Eve Kornblum
Editor: Akiko Iwakawa-Grieve
Assistant Editor: Dan Berk
Producer: Julianne Cort
Flame Artist: Eddie Reina
Flame Assistant: Sydney Botie
VFX Producer: Barbara Kontarovich
Color
The Mill - NY
Colorist: Mikey Rossiter
Color Producer: Evan Bauer
Color EP: Rochelle Brown
Color Assist: Andrew Ceen
Sound Mixing
Sonic Union
Audio Mix: Paul Weiss
Post Producer: Justine Cortale
Music
Song: “Holy”
Artist: King Princess
Music Supervision: Mophonics
Music Supervisor: Jean Scofield
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: 'Credit Where Credit's Due'
Agency:
Client:
Date: February 2019
Intuit QuickBooks, in its latest campaign, has decided to shine a light on those who toil behind the scenes, helping bring the glitz and glamor of Hollywood to life, even if they rarely get recognition. The ‘Giving Credit Where Credit's Due’ campaign highlights the self-employed and small business owners who make up 85% of the production crew of a typical movie have always been the stars of the show.
A 30-second spot starts with a booming voice as credits start to roll, stating: “It’s movie awards season, but what about the unsung heroes of film that make it all happen?” As the names scroll by, a few are pulled out with accompanying video of them doing their respective jobs. They include everyone from the pianist, songwriters, grips and set decorators to wardrobe assistants and visual effects assistants.
The 60-second version will roll before Oscar-nominated A Star is Born is screened in select theaters, and QuickBooks teamed up with the hard-working crewmembers of that film to create a series of creative assets celebrating those at the end of the credits. A tag states: “The movie industry’s largest workforce works for themselves. We work for them. QuickBooks. Backing you.”
Credits:
Executive Leadership:
Erin Riley (President)
Renato Fernandez (Chief Creative Officer)
Erin Riley (President)
Renato Fernandez (Chief Creative Officer)
Creative:
Kirsten Rutherford (Creative Director)
Ben Beazley (Creative Director)
Kirsten Rutherford (Creative Director)
Ben Beazley (Creative Director)
Gabriel Miller (Sr. Copywriter)
Bruno Regalo (Sr. Art Director)
Nic Buckingham (Sr. Art Director)
Nic Buckingham (Sr. Art Director)
Sasha Verma (Copywriter)
JoEllen Smith (Art Director)
Scott Hiers (Design Director)
Aaron Nandor (Designer)
Billie Heitzman (Designer)
JoEllen Smith (Art Director)
Scott Hiers (Design Director)
Aaron Nandor (Designer)
Billie Heitzman (Designer)
Account:
Matt Theisen (Global Brand Leader)
Jillian Rudman (Account Director)
Alix Johnson (Account Executive)
Daniel Bennett (Account Group Assistant)
Matt Theisen (Global Brand Leader)
Jillian Rudman (Account Director)
Alix Johnson (Account Executive)
Daniel Bennett (Account Group Assistant)
Project Management:
Josh Levine (Senior Project Manager)
Josh Levine (Senior Project Manager)
Production:
Kat Urban (Executive Producer)
Hashi Clark (Executive Print Producer)
Joshua Levion (Associate Producer)
Kat Urban (Executive Producer)
Hashi Clark (Executive Print Producer)
Joshua Levion (Associate Producer)
Dessiah Maxwell (Director of Traffic Operations)
Jennifer Anaya (Sr. Business Affairs Manager)
Jennifer Anaya (Sr. Business Affairs Manager)
Planning:
John Hickman (Group Strategy Director)
Emilie Arrive (Planning Director)
Samira Shahabuddin (Senior Strategic Planner)
Lea Johnson (Data Strategist)
John Hickman (Group Strategy Director)
Emilie Arrive (Planning Director)
Samira Shahabuddin (Senior Strategic Planner)
Lea Johnson (Data Strategist)
Media:
Hearts and Science
Hearts and Science
Photography: Bing Putney
Animation: Jon Taylor & Garrett Quon
Music: Tyson Illingworth
Post Production: GrizzLee
Post Production: GrizzLee
Sound: Lime Studios
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: 'Your Passport to Adventure'
Agency:
Client:
Date: February 2019
Honda is debuting an integrated marketing campaign for the 2019 Honda Passport, 'Your Passport to Adventure,' to highlight the versatile adventurous spirit of Honda’s all-new SUV. It will be seen during the Oscars.
The 2019 Honda Passport marketing campaign features three 30-second spots. In the first, a couple goes on an epic cross-country trip traveling in and out of breathtaking terrains like pages in a passport book. The moments are punctuated by passport-inspired stamps. The second highlights the feature content of the Passport Elite. 'Sometimes' is composed of aspirational vignettes that show how the Passport Elite trim can be a partner in the quest for adventure.
The outdoor campaign uses location-specific headlines to encourage people to get out of their respective cities and into the wilderness. The imagery is based on the visual style found in actual passports, and each headline is made out of passport-inspired stamps.
Credits:
Agency: RPA
Client: Honda
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