Oscars advertising: the nominees for best campaign

It’s Oscars weekend, and advertisers are gearing up for the showcase event. The declining viewing figures won’t be helped by the lack of a host on Sunday, but the three-hour show still commands $2.3 million for a 30-second spot, and brought in 27 million sets of eyeballs last year.


Charlize Theron won a best actress Oscar for “Monster” in 2004, and has three new films to promote this year, including one about Roger Ailes’ toxic male culture at Fox News, in which she stars as Megyn Kelly.

Theron also stars in this spot by VaynerMedia for Budweiser Reserve Copper Lager, which airs for the first time during the ceremony on Sunday. She’s very cool, taking men on at traditional bar games – pool, darts, arm wrestling – without ever putting down her pint.

Verizon has also pre-released its Oscars campaign. It’s a set of six films by McCann, each featuring a real customer, including this very good-humoured woman who face-timed her husband while she was giving birth, only to find herself with an audience of 50 – his entire platoon – all urgin her to push.


Other ads lined up include Ridley Scott’s epic spot for Hennessy Cognac, Cadillac, Google, Rolex, Samsung, Walmart, Budweiser, Ferrero, IBM, McDonald’s, Paramount and Walt Disney Studios.

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.