Advertising’s star turn at the Oscars

27.02.2012

I love the Oscars. Sure, it’s retro, over-produced and self-reverential, but this year’s broadcast was, for me anyway, a lot of fun. And Billy Crystal always makes me laugh (“Harry Potter made $7.7 billion but paid only 14% in income tax.”), even if the humor is straight from the golden age of Vaudeville. And the commercials did not disappoint. Some were derivative (Google+ doing its best to imitate Apple in tone and manner) while others played, with various degrees of success, on the whole awards-night shtick (Hyundai’s Azera, ABC’s own comedy line-up promotion). JCPenney’s historical overview of retailing (coupons, discounts, receipts) was as much the happy result of Ellen DeGeneres’s comedic skills as it was a savvy positioning of the chain’s new sales strategy. I’m still more than over MetLife’s Peanuts obsession and find ATT’s “mean girls” 4G smart-phone campaign really off-putting. My fave: Diet Coke’s lovely tribute to film-making and subtle acknowledgement that “not all stars appear on screen.” Beautifully shot  and accompanied by a haunting variation of a well-known Hollywood theme song, the spot is a celebration of all that we love about creativity and the magic of the movies. Hooray for Hollywood.

6 Responses to Advertising’s star turn at the Oscars

Rickie Cacace says: February 28, 2012 at 4:58 pm

Can I just say what a relief to find someone who actually knows what they are talking about on the internet. You definitely know how to bring an issue to light and make it important. More people need to read this and understand this side of the story. I cant believe youre not more popular because you definitely have the gift.

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sbod says: February 28, 2012 at 7:01 pm

Thanks, Rickie, for your kind words. We’re a new blog so over time hope to become more widely read. Meanwhile, keep reading/commenting and spread the word!

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