With an average viewership well above 35 million people, the Academy Awards broadcast is one of the most popular live events on television. That’s given the show extra appeal to advertisers in recent years, now that viewers can zip past their commercials on DVRs or ignore them entirely by watching shows online. A 30-second spot for Sunday’s Oscars cost as much as $1.9 million this year, according to Variety. Brands will want to ensure they’re getting their money’s worth by making ads that hope will get people talking on social media as much as the actual awards do. Here’s a rundown of the commercials that will air during the telecast:
Pepsi is pushing its 7.5-ounce mini cans in this spot that celebrates famous movies. The ad, developed by Mekanism, takes place on a movie set, and every line of dialogue is lifted from classic films like Titanic and Gone With the Wind. Cuba Gooding Jr. caps off the ad with his signature phrase from Jerry Maguire. Expect to see more Pepsi branding during the telecast, too—the beverage company is replacing Coca-Cola this year as a primary sponsor for the Academy Awards.
Snickers’ popular “You’re Not You When You’re Hungry Campaign” has now added Godzilla to its list of celebrity endorsers. In this ad, we discover that the giant lizard monster is actually just one of the bros. He water skis, plays ping pong and doesn’t terrorize cities—most of the time. It’s when he’s deprived of his regular Snickers bar that the annihilation of humanity begins. The ad is a tie-in for the upcoming Godzilla movie starring Bryan Cranston.
Lipton Tea is kicking off its “Be More Tea” campaign at the Oscars with a little help from the Muppets. This 60-second spot developed by adam&eveDDB, London features Kermit trying to navigate New York as it is overtaken by Animal, the craziest Muppet of all. Miss Piggy also makes a brief, haughty guest appearance. The ad is a cross-promotion for the upcoming Disney film Muppets Most Wanted.
The New Jersey-based real estate company has enlisted Tom Selleck to narrate its Oscar ad. The commercial, produced by Siltanen & Partners, focuses on the nostalgia that returning to a beloved home can inspire. According to a company spokesman, Selleck’s father actually worked at Coldwell Banker for 30 years and retired as a senior vice president.
This ode to armpits (yes, really) began airing in January but will get wider exposure during Sunday’s Oscars. The spot is plugging a new Dove deodorant and features several women explaining how ladies should do more to care for that oft-neglected area. Fans can even participate in a #DearArmpit hashtag on Twitter, if you’re into that kind of thing. The create was developed by Ogilvy & Mather.
The advocacy group for Americans over 50 is trying to update its image for the digital era. Its Oscars spot focuses on their website and how it can help Baby Boomers prove that they’ve “still got it.” It’s part of AARP’s wider “Real Possibilities” that includes promoting its philanthropic efforts and technological training for members. The ad also plays on the pronunciation of the group’s name, both saying the individual letters and the phonetic word “aarp.” Grey Advertising did the creative for the spot.
In this 30-second spot, a woman (from the future?) explains the benefits of a new over-the-counter nasal spray called Nasacort Allergy 24HR from the consumer products company Chattem. She attempts to shore up her credibility by using Minority Report-like floating monitors to pull up flashy graphics of a man’s nasal cavity. The ad was developed by the agency Ferrara.
Several other companies will pay big bucks to air ads during the Oscars, but some are keeping their commercials under wraps until the telecast. Keep an eye out for ads from these brands as well:
- American Express
- General Motors
- Johnson & Johnson