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:[more]
• Official auto sponsor Hyundai plugged the Elantra, among other models, with judicious use of brand “voice” Jeff Bridges — and revised spots featuring Jason Bateman’s voiceover in those sections of the program that Academy rules prohibited nominee (and then winner) Bridges’s voice to be heard.
• Best Actress nominee/winner Portland promoted Miss Dior Cherie perfume during the red carpet pre-show on E!
• jcpenney unveiled its rebranded logo and look with a series of spots touting its partner collections
• Dove tapped Jennie Garth to kick off a competition, whose winner will appear during a commercial break on Dancing With The Stars
• Amazon promoted the Kindle (below), while McDonald’s promoted Ronald McDonald House, Coca-Cola promoted its scholarship program and Diet Coke with a new “Stay Extraordinary” commercial (here’s the Oscars spot) and a recent women’s heart health spot
• ABC‘s promo for Modern Family spoofed the Oscars
• There were mobile commercials aplenty from AT&T, T-Mobile and Sprint (above), but no Verizon
• Many Super Bowl ads returned, including Best Buy‘s Ozzy Osbourne/Justin Bieber spot (with alternative endings), BMW‘s David Bowie “Changes” commercial (pre-show), and Adrien Brody’s “Crying Jean” commercial for Stella Artois.
• And while they didn’t buy any commercial time, could Weight Watchers have asked for a better ad than celebrity endorser Jennifer Hudson’s slimmed down body on the red carpet and at the podium, where she was a presenter? Added bonus: Tim Gunn, another WW brand rep, who worked the red carpet for ABC.
Which did you like (or not) from a branding perspective? Post a comment!