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red carpet

Oscars Watch: Colin Firth Personal Brand Value Rises

Posted by Shirley Brady on February 28, 2011 07:30 AM

It’s like “orbiting the earth’s atmosphere sort of feeling…a lovely moment,” said Colin Firth on being nominated for Best Actor for The King’s Speech. Now that he's a winner and a (literal) star in Hollywood, his value in Hollywood is projected to skyrocket.Continue reading...

red carpet

Oscars Watch: What Did You Think of the Commercials?

Posted by Shirley Brady on February 27, 2011 11:50 PM

OK, so the 83rd Annual Academy Awards was a bit of a snoozefest, with Colin Firth and Natalie Portman winning the best thespian categories (as expected) and The King's Speech sweeping the night.

On the commercial front, while the Oscars may not have "the Super Bowl for women" that some thought in terms of the caliber of the ads, there were some new campaigns — but also a lot of repetition and reprisals of Super Bowl spots.

What did you think of the commercials, if you caught them during the telecast on ABC? To jog your memory:Continue reading...

red carpet

Oscars Watch: Why Dior Must Handle Natalie Portman's Ad With Care

Posted by Shirley Brady on February 27, 2011 06:45 PM

According to commercial rules by the Academy of Motion Pictures Arts and Sciences, this TV commercial for Miss Dior Chérie perfume, directed by Sofia Coppola and starring nominee Natalie Portman, can't air during the Oscars telecast near the Best Actress category.

It's fine during the red carpet pre-show broadcasts, where it has already aired during E!'s red carpet coverage — where Portman was spotted wearing Rodarte in a nod to the Mulleavy sisters' costume designs for her Black Swan outfits, which were snubbed in the Best Costume category. They are, however, on display nearby at the Los Angeles Museum of Contemporary Art.

red carpet

Oscars Watch: LivingSocial Sets the Stage with Deals

Posted by Shirley Brady on February 27, 2011 05:00 PM

LivingSocial has unveiled its pair of commercials running during tonight's Oscars telecast, both touting the group deal site's savings on fun experiences with a "We'll set the stage, you play the part" tagline. Above, a couple's cultural red carpet with tango big finish; and below, a couple acts out skydiving, massage and more.Continue reading...

red carpet

Oscars Watch: Why You May Not Hear Jeff Bridges Pitch Hyundai on Sunday

Posted by Dale Buss on February 25, 2011 06:00 PM

They construct a lot of weird bets in Vegas. So three years ago, what would have been the odds of Hyundai standing near the pinnacle of the US automotive world and Jeff Bridges bidding to repeat as Best Actor at the Oscars?

But unlikely as it might have seemed then, that is the case today. And the upstart Korean automotive brand and the craggy veteran actor have forged a partnership that is benefiting from the success each has achieved. At points during Sunday’s telecast, the success of one will have to give way to the success of the other.

Bridges has been the voice of Hyundai in TV commercials that have helped fuel the brand’s rise in America. But he's a Best Actor nominee (again), which means he can't be used in the Hyundai ads that will be aired around that segment of the awards — again.Continue reading...

red carpet

Oscars Watch: A Rebranded jcpenney Hits the Red Carpet

Posted by Sheila Shayon on February 25, 2011 04:00 PM

Sunday’s Academy Awards marks jcpenney’s tenth year as exclusive retail sponsor of the Academy Awards. This year, in tandem with many of the attendees, it will be putting forth a fresher face — only this one will make it obvious that it's had work done. 

In tandem with the retailer's rebranded logo, look and identity, its advertising during the Oscars telecast on ABC will introduce a new tagline: “We make it affordable, you make it yours.” 

The brand is squarely positioning itself as an expert in great style at compelling prices. Seven 30-second spots produced in partnership with Saatchi & Saatchi will highlight key brands including Liz Claiborne, MNG by Mango, People StyleWatch and Cindy Crawford Style.Continue reading...

red carpet

Oscars Watch: Hyundai Takes Center Stage

Posted by Dale Buss on February 25, 2011 10:00 AM

If you’re the brand managers at Hyundai, now is no time to let up on the accelerator. The company is trying to build on its recent U.S. market-share gains and ramp up some crucial new products.

Demonstrating its grasp of timing, Hyundai will be the exclusive automotive sponsor of the 83rd Academy Awards telecast on Sunday on ABC. Other auto brands including BMW and Chrysler will be nibbling around the edges with ads pre- and post-awards, and on local TV spots — but Hyundai will dominate the airwaves unlike any other brand, automotive or non-automotive, with seven spots scheduled to air during the telecast itself and three more during red-carpet activities.Continue reading...

red carpet

Brands Look to Engage Social Networkers at the Oscars

Posted by Sheila Shayon on February 23, 2011 06:00 PM

In keeping with James Franco and Anne Hathaway's winking debut on Sunday night as the younger, hipper hosts of the 83rd Annual Academy Awards, brands that will be advertising during Sunday night's Super Bowl of cinema will also reach out to younger, digitally savvy audiences.

The biggest tactic, of course: incorporating social media into their campaigns. It makes sense: in terms of ratings, reach, buzz and impact, including watercooler chatter the morning after, the Oscars is still one of the biggest TV and cultural events of the year. And many of those viewers will be plugged-in while watching — even more so than during the Super Bowl.Continue reading...

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