There are moments in marketing that don’t feel like marketing at all—moments where brands don’t just pitch their products but create an experience. The 97th Academy Awards had one of those moments.
Five major brands—Carnival Cruise Line, Kiehl’s, L’Oréal Paris, Mntn, and Samsung—did something never seen before in Oscars advertising. Instead of rolling out disconnected commercials, they collaborated on a multi-ad tribute to Hollywood stunt professionals. The result? A seamless, high-energy spectacle that blurred the line between commercial break and entertainment.
It was the kind of move that makes you put down your phone, turn up the volume, and actually watch the ads. In an era where audiences skip, scroll, or outright ignore traditional commercials, this was a masterclass in how to keep people engaged.
A High-Stakes Gamble That Paid Off
Live TV viewership has been declining for years, and even the Oscars aren’t immune. The 2024 ceremony saw a 7% drop in viewership, landing at 18.1 million viewers (Nielsen). But despite the numbers, the Academy Awards remain one of the last true appointment TV events—a place where people still watch in real-time, ads and all.
These five brands didn’t just throw ads into the mix; they understood that Oscars advertising is about storytelling as much as the films being celebrated on stage. By linking their commercials into an interconnected stunt tribute, they kept audiences hooked instead of tuning out.
And it worked.
Twitter, Reddit, and industry blogs were buzzing. The campaign wasn’t just an ad break—it became part of the Oscars conversation. And in a landscape where traditional commercials struggle to stay relevant, this was a huge win.
Why Multi-Brand Storytelling is the Future
For decades, brands have been fighting for attention—bidding for prime ad slots, outspending competitors, and cramming their messages into tight 30-second spots. But what if collaboration, not competition, is the smarter move?
That’s exactly what made this Oscars advertising campaign so powerful. It wasn’t just one brand making an impact—it was five brands aligning their narratives under a shared theme.
Each ad showcased high-octane stunt work—shattered glass, high-speed chases, breathtaking leaps—all paying homage to the unsung heroes of Hollywood: stunt professionals. But rather than feeling like separate commercials, they stitched together into a mini-movie experience, where each ad built on the next.
This is a playbook from which brands of all sizes can learn:
- Find a cultural moment: What major event, trend, or movement can your brand connect with?
- Partner up: Which brands complement yours and can help you amplify the impact?
- Make advertising worth watching: Does your marketing strategy feel like entertainment rather than an interruption?
The Right Timing, The Right Context
The brands involved didn’t just piggyback on the Oscars for visibility—they were strategic about their timing.
- Kiehl’s made history: Despite being a 173-year-old brand, this was its first-ever national TV ad. And where better to debut than during Hollywood’s biggest night?
- Samsung tapped into pop culture: Their ad, featuring a John Wick-style action hero fighting off attackers while casually checking his phone, was a perfect fit for the Oscars’ cinematic energy.
- Carnival brought adventure to life: A stunt performer diving from a helicopter into a cruise ship pool? That’s how you sell travel with style.
Each of these brands didn’t just air a commercial; they leveraged the moment to create an impact.
What Brands Can Learn From This Oscars Advertising Success
This wasn’t just about big budgets or scoring a prime-time slot. It was about rethinking how advertising should work.
Whether you’re a startup, a solo entrepreneur, or a global brand, here are three takeaways from this multi-brand Oscars advertising strategy:
- Storytelling wins over traditional ads: People don’t want ads. They want narratives. If you can make your marketing feel like a story, it’ll be remembered.
- Strategic partnerships amplify reach: You don’t have to go it alone. Teaming up with the right brands can multiply your impact, especially when you align under a common theme.
- Live events are still gold mines: Even in the streaming era, major live events create unmatched engagement. The Oscars, the Super Bowl, even viral cultural moments—these are opportunities for brands to be part of the conversation.
Final Thoughts
Marketing is evolving. The Oscars advertising approach we just witnessed proves that brands willing to innovate, collaborate, and entertain will be the ones that win.
Consumers today are smarter than ever. They know when they’re being sold to, and they know when something is actually interesting.
So the real question is: How can your brand take inspiration from this?
Can you turn your next campaign into an event, rather than just another ad?
The blueprint is right here. Now, it’s up to brands to take action.
FAQs
- How do brands make ads feel less like ads?
By telling a compelling story—using action, humor, or emotion—rather than just selling a product.
- Why does timing matter in marketing?
The right moment can turn a simple ad into a cultural moment that keeps your brand top of mind.
- Can small brands pull off big marketing moves?
Absolutely. Creative ideas and smart partnerships can make a bigger impact than massive budgets.