If you’ve got the attention of America’s more affluent, and have half a minute to deliver a message, then chances are pretty strong you’re not going to screw things up with a dead-kid ad.
During last year’s Oscar’s, more than 60% of television viewers were female and in homes with an average income of $100,000 and at least four years of college, according to Forbes, which cited Nielsen figures. This year, the Oscar audience is expected to be courted with ads about babies who can fly and sleek Cadillacs. There will also be body-positive messages — precisely at the moment when Hollywood trots out its top bods for all the world to see.
The manned-up Super Bowl relied this year on puppy love, farmers, Doritos and beer. There were some big hits, with Budweiser’s lovable Labrador pup back for more, while Nationwide Insurance messed up pretty good with an ad about a child who had died in an accident, prompting a Twitter storm.
The cost of an Oscar ad can’t touch that of its Super Bowl counterpart, mind you. The latter rakes in a reported $4.5 million for 30 seconds of airtime. Last year’s comparable Oscar price tag was $1.76 million, according to Kantar Media. J.C. Penney, McDonald’s, and Pepsi are among the companies expected to have successfully angled for prime-time positioning.
As for what viewers can expect, the Unilever brand Dove has gotten a fair amount of publicity for its team-up with Twitter on what’s expected to be an ad about body image. That’s based on a Twitter survey that turned up more than 5 million negative tweets last year about bodies and beauty. The goal is to start a trend under the Twitter hashtag #SpeakBeautiful. (Dove’s Super Bowl ad this year was a salute to dads.)
A rather sultry and female-aimed yogurt commercial is coming from Stonyfield Farm, owned in part by Groupe Danone. It’s all about how women really don’t like Greek yogurt. The tag line: “Cheat on Greek with Petite Creme: Confessions.”
Teddy Roosevelt could also show up on Oscar night via the General Motors brand Cadillac. The Cadillac marque rolled out its Rough Rider–quoting ad on YouTube this week. The company told Automotive News earlier this week that its Oscar ads will be longer and feature the actual cars, not shown in the below video. It’s part of a campaign dubbed “Dare Greatly.”
And, yes, of course, within this targeted female demographic, you’ll find an abundant mom crowd.
The bakery brand King’s Hawaiian could roll out something similar to this ad that features a mischievous baby, predicted Ad Age. Flying babies? Hard to lose with that one.
Samsung is expected to run another ad this year. After last year’s unexpected Twitter smash selfie featuring Ellen DeGeneres and a gaggle Hollywood’s elite, taken with a white Samsung Galaxy Note 3, it’d be a big miss if the South Korean company didn’t have something clever up its sleeve this time around.
Coca-Cola is expected to be back again with a Diet Coke message. It kicked off a social-media campaign and a sweepstakes — the prize is a “custom-embellished aluminum Diet Coke bottle representing the winner of the applicable category” — on Thursday.
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