Not sure whether to watch or to fast-forward through the Oscar commercials during tonight’s awards show?
Maybe this will help you decide: You can expect to see about 9 minutes worth of Oscar commercials per hour, many of them new ads created specifically for the show, dominated by clothing, cars and mobile devices.
Look for JCP, Hyundai and Samsung to control most of the Oscars ad time, with JCP launching six new spots, Hyundai reportedly airing seven and Samsung expected to have six.
One of our early favorites will be a repurposed Oscar commercial from Sprint promoting its unlimited downloads for mobile phones.
According to statement from ABC, advertising for the 2013 Academy Awards show was sold out by early February, with most of the ad time already gone before Christmas, something that has not happened in more than a decade.
Analysts at Kantar Media reported that the average cost of a 30-second Oscar commercial this year is $1.7 million, an increase of about $900,000 over last year. The amount of commercial time is limited by the Academy, so there will be no more than just over 9 minutes of ad time each hour during the broadcast.
These are some of the Oscar commercials you can expect
JCP, a sponsor since 2002, declined to release details of its Oscar commercials, other than to say the brand will have six new spots created just for the Academy Awards show. At least some of those will feature Ellen DeGeneres, according to BrandChannel.
Exclusive automobile sponsor Hyundai will have the most Oscar commercials, including a spoof of movie trailers and two others written specifically for the show, the New York Times reported this week.
Samsung will rely on director Tim Burton to carry at least one Oscar commercial, playing a director attempting to make a movie out of the Unicorn Apocalypse video game from other Samsung ads, according to CNet.
Fox plans to run a trailer for “The Heat,” a new buddy comedy starring Sandra Bullock and Melissa McCarthy, said studio spokeswoman Chelsey Summey. (The Hollywood Reporter says it will be one of only two trailers to air during the Oscars, with the other being Disney’s “Oz.”).
Sprint spokesman Dave Mellin told Examiner.com that Sprint will be the wireless sponsor of the last half of the Academy Awards. Sprint plans to air one spot several times during the pre-show and the main show. The Oscar commercial is a spot called “Girl” that has been aired before but has a new voice-over for the Oscars.
The commercial is based on photos that a father took of his daughter every week from birth to 12-years-old. Viewers will get to see her grow up on the screen on a Samsung Galaxy SIII while a narrator delivers a salute to filmmakers and actors.
Diet Coke will air two Oscar commercials, both of which have been seen before. One, called “Credits” debuted during last year’s Academy Awards show. The other, “Gardener,” is an ad that has been airing in Europe. It follows the “Diet Coke hunk” formula with a group of women using a bit of subterfuge to get a buff gardener to remove his shirt.
“We view the telecast as a great way to reach a large audience of adult viewers and create some buzz among the self-assured, confident and aspirational people who enjoy Diet Coke every day,” Coke spokeswoman Kerry Tressler told Examiner.com. “The sophisticated personality of Diet Coke’s ‘Stay Extraordinary’ campaign also fits very well with the upscale, stylish atmosphere of the Oscars.”
Anheuser-Busch also will be debuting a new Oscar commercial for its Stella Artois brand. The spot is called “The Artist” and features a craftsman creating a hand-blown, hand-painted chalice for Stella, then passing it to a bartender who fills it with cold beer. It is the first in a broader Stella campaign that will unfold over the in the next few months.
Royal Caribbean tells us the cruise line has one Oscar commercial scheduled to air just before the award show begins. It is a new spot made for the Oscars and continues the brand’s “Designed for Wow” campaign centering on the features available on their cruise ships.
You can also expect to see Oscar commercials from long-time sponsor American Express, as well as Coldwell Banker, Chobani, Neutragena, Blue Diamond nuts, McDonalds and the University of Phoenix.
And, in what will be a blast of nostalgia for older viewers, Kraft is expected to unveil the first “Pardon me, but do you have any Grey Poupon?” ad in 16 years, according to a report by the Huffington Post.
Meanwhile, viewers in Canada will get to see their first Target Oscar commercial as the store begins advertising for its newly opened Canadian stores, northern media are reporting.
Those are some of the Oscar commercials you can expect tonight. We’ll be following up with a look at some of the best ads of the Academy Awards. Be sure to come back and let us know what you thought of the line-up of commercials.