Brand News: 2018 Academy Awards Edition


Kawasaki Jet-Ski red carpet 2018 Academy Awards Oscars prize

While the tenor of the 90th Academy Awards was fairly solemn, with #TimesUp, #MeToo, diversity and inclusion the big themes of the night, there were some lighter brand moments as well, such as the running gag about the shortest speech of the night winning a Kawasaki jet-ski. Some other new campaigns and creative at the Oscars:

The Academy of Motion Picture Arts and Sciences (AMPAS) ran its own ad with a fake commercial for The Overlook Hotel in The Shining:

Cadillac celebrated the future of driving (and self-driving, with Super Cruise) in its Academy Awards campaign:

COVERGIRL was in step with the event’s inclusive, all-ages beauty with this spot starring Elon Musk’s mother Maye, a model:

Disney promoted the upcoming Mary Poppins Returns:

Google promoted its voice-controlled assistant in a spot with John Legend and Chrissy Teigen, Kevin Durant and Sia:

Kawasaki got more air-time than The Shape of Water producer who was cut off so the winner of Oscars host Jimmy Kimmel’s Jet-Ski giveaway could be announced:

Mercedes-Benz put a gold G-Class on the red carpet:

Nike paid tribute to Serena Williams in a spot (“Until We All Win”) that celebrates her professional and personal triumphs:

Rolex celebrated the art of cinematic storytelling in its campaign starring Kathryn Bigelow, James Cameron, Alejandro G. Iñárritu and Martin Scorsese.

Samsung ran “Make It Yours,” a follow-up to “Do What You Can’t” featuring inspiration from real creators and vloggers:

Twitter anticipated the feminist theme of the event with its #HereWeAre ad celebrating female power:

Walmart premiered three short films by the women directors (Dee Rees, Nancy Meyer and Melissa McCarthy) participating in year two of its Academy partnership:

& fashion brands mostly let the spotlight shine on people:

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