In this weekly Throwback Thursday series, we surface memorable TV advertising moments from days past.
On Sunday night, Hollywood will be abuzz with the 88th Academy Awards. Audiences will wait in anticipation for presenters to announce one of the most prestigious accolades in the film industry, declaring the best actor, actress, director, and picture of the year.
The other big winner of the night is the advertising industry. ABC has been airing the awards ceremony continuously since 1976 and it continues to be one of its highest-rated programs of the year. The Oscars has long been a coveted venue for marketers and brands, thanks to its massive audience, cachet, and appeal among women. This year, marketers paid ABC a record amount for 30-second spots during the event, commanding as much as $2.2 million.
Despite the ever-rising cost of spots during the live event, a few brands typically come back year after year, including American Express, L’Oreal, Cadillac, and others. American Express, an Oscars advertiser since 1993, has always managed to pull in big-time celebrities.
In 2006, America Express worked with M. Night Shyamalan, taking us into the dreaming mind of an acclaimed director. Last year, it debuted a total four spots, featuring comedian and actress Mindy Kaling, music icon Aretha Franklin, GoPro founder Nick Woodman and chef Natalie Young overcoming hurdles in their respective careers.
For the brand’s 2014 Oscar spot, it tapped comedian and actress Tina Fey to star in a black-and-white spot to help launch its new EveryDay credit card, a no-fee, high rewards card geared towards busy people (and moms). Fey was no doubt one of Hollywood’s brightest and busiest stars at the time – writing hit TV series, starring on both the TV and silver screens, hosting the Golden Globes with BFF Amy Poehler, and all the while, being a mom to her two young daughters.
In the minute-long spot that aired during the Oscars, Fey goes through a normal day, from picking up dry cleaning, getting her nails done, to eating non-edibles in a moment of hanger. The spot kicked off a year-long campaign that sought to highlight not always glamorous #EveryDayMoments.
The comedian proved to be an excellent pick for American Express. After the 86th Academy Awards, American Express was declared the most effective brand advertiser during the broadcast, seeing a 61.74% increase in the likelihood that consumers would purchase one of its products after seeing the ad.
With that kind of success, it’s no wonder American Express shells out the big bucks to buy a spot on the film industry’s biggest event of they year.