In a media landscape where skipping ads has become second nature, a recent Oscars broadcast stunned viewers in a way no one saw coming. Six powerhouse brands—Samsung, Carnival Cruise Line, Kiehl’s, L’Oréal Paris, and Mntn—joined forces for a stunt advertising campaign that not only caught eyes but had audiences actually looking forward to commercial breaks.
Instead of the usual cookie-cutter ads, these brands worked with Disney Advertising, Kimmelot, and Maximum Effort to create what can only be described as a mini action movie series woven seamlessly through multiple commercial spots. It was bold, it was thrilling, and above all, it was unexpected.
The Power Behind Stunt Advertising
The key to this stunt advertising success? A team of over 75 stunt performers executed jaw-dropping sequences that included everything from shattering glass to high-speed car chases and dramatic helicopter dives. But what truly set this campaign apart wasn’t just the sheer spectacle—it was how each stunt was perfectly aligned with the brand’s message.
Samsung, for example, showed off its AI-powered features with a “John Wick”-inspired fight scene, while Carnival filmed real helicopter jumps in the Dominican Republic, capturing the kind of raw adventure that their brand promises. The stunts weren’t just exciting—they were a brilliant visual metaphor for the product’s benefits.
Chris Denison, the stunt coordinator behind the campaign, put it best: the magic lay in how each stunt was tailored to the brand’s value proposition, making the experience feel fresh across the entire campaign. By avoiding repetition and ensuring each commercial felt unique, they managed to keep the thrill alive with every new break.
Why This Stunt Advertising Campaign Worked
In a time when ad saturation has led to general apathy toward commercials, this campaign did something truly revolutionary: it made viewers want to watch the ads. The ongoing storyline kept people hooked, creating suspense and excitement throughout the broadcast.
A perfect example is Kiehl’s, a 173-year-old brand that had never before aired a national TV ad. Their Western-themed commercial featured stunt performers during their lunch breaks, humorously demonstrating the protective power of Kiehl’s UV serum while pulling back the curtain on the gritty realities of stunt work. It was a brilliant mix of humor, authenticity, and product demonstration—something audiences could genuinely connect with.
But the success didn’t stop there. The campaign tapped into the cultural zeitgeist, riding the wave of renewed interest in stunt work, thanks to films like The Fall Guy. It even carried an emotional resonance, honoring the resilience of LA’s creative community in the wake of the devastating wildfires earlier in the year.
How Brands Can Pull Off Their Own Stunt Advertising
What can other brands take away from this high-flying campaign? The biggest lesson is how stunt-driven storytelling can serve as a brand differentiator. While not every company can afford to hire a Hollywood stunt crew, the principles behind this campaign can be adapted on different scales.
Here are some strategies to consider:
- Make strong connections: Align your product’s benefits with memorable, visually impactful demonstrations.
- Collaborate: Team up with complementary brands to extend your reach and create a sense of unity.
- Build suspense: Use multiple content pieces with narrative threads to keep people eagerly anticipating what’s next.
- Spotlight underrated communities: Find opportunities to highlight communities or causes that align with your brand.
- Tap into cultural conversations: Use ongoing cultural trends to make your campaign feel timely and relevant.
There’s also a lesson to be learned from the production process itself. Despite tight deadlines and high-pressure conditions, the teams focused on the fundamentals of storytelling, even as they chopped ideas down to their core essence to maximize impact in those 30-second spots. It’s a testament to the fact that less really can be more when it comes to powerful storytelling.
Measuring the Impact of Stunt Advertising
The numbers speak for themselves. This stunt advertising campaign didn’t just create a buzz during the Oscars broadcast—it sparked conversations far beyond that night. The exposure generated was extraordinary, especially for brands like Kiehl’s, making their national TV debut. For them, this wasn’t just a campaign; it was an unprecedented ROI.
The collaboration between over 150 crew members across multiple production companies also highlighted the value of teamwork. By breaking down traditional competitive barriers, these brands were able to craft something bigger and better than they could have on their own. It was a campaign that felt like a true collective achievement.
Perhaps most significantly, it led to a conversation about honoring stunt work with an Academy Award. The campaign wasn’t just about promoting products—it was about celebrating the art and craft of stunt performers, giving them the recognition they deserve.
The Future of Stunt Advertising
If this campaign proves anything, it’s that advertising is evolving. Consumers are no longer content with the old model of interruption-based marketing strategy. They want more than just a quick sales pitch—they want entertainment. This stunt advertising campaign gave people a reason to watch, creating something worth paying attention to.
For marketers, this is a wake-up call: it’s time to think outside the box. Stunt advertising isn’t just about performing high-risk feats; it’s about crafting memorable experiences that break down the traditional boundaries of commercial content. Next time your marketing feels predictable, ask yourself: What kind of “stunt”—whether literal or figurative—could take your brand to new heights?
FAQs
- What is stunt advertising?
In stunt advertising, companies use dangerous, unorthodox activities or events to gain attention and create excitement.
- How can stunt advertising help small businesses?
Small firms with limited funds can engage consumers and get media attention by successfully executing innovative pranks.
- Are there risks associated with stunt advertising?
Yes, if not carefully planned, stunts can backfire or be misinterpreted, potentially harming the brand’s reputation.