Last night’s 88th annual Academy Awards ceremony saw Leonardo win his first-ever Oscar, Chile win its first award, Mad Max dazzle the Academy and a discussion of race and equality. However, many would say that the commercials stole the show, with major brands getting in the game. Read on for a round-up of spots that caused a stir.
Butter Music + Sound, Bud Light, “Bud Light Party: Food Truck”
Bicoastal music shop Butter Music + Sound teamed up with Caviar LA and W+K New York for the latest installment of Bud Light’s popular “Bud Light Party” campaign featuring comedians Amy Schumer and Seth Rogen as politicians. In the latest spot, the two Bud Light Party spokespeople team up with “Super-delegate” Michael Pena to showcase America’s diversity through food, imbibing in “Korean tacos of togetherness,” “everything bagels of unity” and “gumbo of coexistence.”
SuperExploder, Cadillac, “CT6 – Forward”
People walk backwards, rain falls up into the sky and umbrellas return to their owners in this captivating slow-motion spot for the new Cadillac CT6, as the narrator announces that “Only those who dare drive the world forward.” The stunning visuals are accompanied by a thumping beat that was mixed by SuperExploder’s Jody Nazzaro and completes the high-end, aspirational mood of the spot from Oscar sponsor Cadillac.
Sonic Union, AT&T, “Network of Toms”
One person truly can make a difference, and Toms founder Blake Mycoskie is one person who has done just that. In the new “Network of Toms” spot for AT&T out of BBDO and Sonic Union, Mycoskie discusses how he used his phone (on AT&T’s mobile network) to grow his company, build connections and send shoes to children in need.
Park Pictures, Kohl’s, “Lip Dub Acceptance Speeches”
What if life’s ordinary moments prompted an Oscar’s-worthy acceptance speech? That’s the premise behind the four Oscar spots for Kohl’s from Anomaly and Park Pictures director Lance Acord. In the humorous spots, a little girl thanks her brother for nonchalantly offering her the front seat in the car, a husband is stoked to hear that he has control of the remote this night, a little boy’s friend gets to sleep over and a mother thanks her daughter’s stuffed animals for giving her the seat of honor at tea. “Thank You Mother, Thank You Father” also received real-time praise on social media for featuring a mixed-race family.
Sonic Union, Squarespace, “Guttenfelder”
Squarespace celebrates award-winning photographer David Guttenfelder, who has travelled around the world capturing the moments of war, conflict and humanity he has witnessed. He then uses Squarespace to share his images with the world. The :60 “Field Stories,” which aired during the Oscars, was created by Anomaly, produced by Biscuit Filmworks and mixed by Sonic Union.
Mr. Wonderful, Keeping Up With The Kardashians, “Season 12 Trailer”
The Kardashians harness the “Power of K” in the trailer for the upcoming season of Keeping Up With the Kardashians, directed by Mr. Wonderful’s Gary Keenan. Power is the theme of the teaser, as the sisters and matriarch talk about the powers of family, change, love and joy. The spot was originally teased on Kourtney Kardashian’s Instagram, taking in over 215,000 likes.
Sonic Union, GE, “Catching Up With Owen”
GE employee Owen is responsible for hiring the best and brightest minds in the tech industry for the company, and the world can follow his recruiting fiascos through the news campaign “The World is Catching Up With Owen” out of BBDO New York and Sonic Union mixer Michael Marinelli. In the humorous spots, prospective candidates send singing orcs and elves to lyrically deliver their resumes, a drone pilot applies after failing to fly a drone with her brain and people stalk Owen along his daily route to hand in their applications.