It looks like Sunday's telecast of the 77th annual Academy Awards will take a walk of its own on the red carpet and challenge the stature of the Super Bowl ads. After a five year absence, beauty advertisers are once again taking center stage during the show with a series of seven commercials from L'Oreal.
The ads will feature Andie McDowell, Milla Jovovich and Heather Locklear among others, and will carry the theme of "Because I'm Worth It."
Smart move by L'Oreal, considering that 6 out of 10 Oscar viewers are female. Too bad that Dove didn't think of stealing the spotlight with their Real Beauty campaign - it was a golden opportunity.
Michele,
What do you think of the restrictions placed on Oscar ads this year? Frankly, I can't bemoan the absence of personal hygiene products which I find tacky anywhere and anytime. Can't some marketing creative come up with something more subtle than red dots?
Pam
Posted by: Pamela Hawkins | February 28, 2005 at 08:27 AM
Unfortunately, L'Oreal forgot women of color. I agree, Dove could have stolen the spotlight-- their ads are diverse in age and race-- that's on the cutting edge. The one problem with the Oscars is...the show tends to glorify a 'certain' kind of beauty-- with Mary Hart from Entertainment tonight at the heart of it. As entertaining as it is, it's really just a place for the women to show off their new dresses and hairdos. I enjoy it as much as the next person, but, it's a guilty pleasure. The standard is just impossible for us average girls.
Posted by: Yvonne DiVita | March 02, 2005 at 12:49 PM
I hear you, Yvonne -- I was very disappointed in L'Oreal screwing up the opportunity they had. Typical of traditional advertising... like riding on tires that should have been changed years ago.
My particular favorite ad was for OnStar, with children recounting their experiences during auto accidents - was an excellent job of reaching women indirectly. Did you see it?
Posted by: Michele | March 02, 2005 at 01:49 PM