Oscars 2025: 5 Brands United for a Show-Stopping Ad Stunt
Hollywood’s biggest night wasn’t just about celebrating cinema—it also became a stage for an unprecedented advertising spectacle. Five major brands came together to pay tribute to the often-overlooked stunt community, delivering an action-packed campaign that took center stage during the 97th Academy Awards.
With daring leaps, explosive sequences, and high-energy performances, the campaign not only entertained millions but also underscored the growing conversation about recognizing stunt performers at major award shows. Backed by Disney Advertising, the effort brought together industry giants Carnival Cruise Line, Kiehl’s, L’Oréal Paris, Mntn, and Samsung in a first-of-its-kind collaboration that seamlessly blended marketing and movie magic.
A Deeper Dive Into the Oscars' Biggest Ad Stunt
Now, let's take a closer look at how this blockbuster campaign came together, the inspiration behind each ad, and the impact it had on both Hollywood and the advertising industry. Plus, keep reading to watch the adrenaline-pumping advertisements that left Oscars viewers on the edge of their seats!
The 97th Academy Awards last weekend not only celebrated the year’s biggest films but also showcased an ambitious multibrand advertising campaign focused on stunt performers. The initiative underscored how high-concept marketing is becoming a key feature of live television events, which remain one of the few reliable draws for appointment viewing. The campaign was developed with support from Disney’s advertising division, aligning with the network’s broader strategy to create impactful, purpose-driven content. Beyond promoting brands, the effort spotlighted the often-overlooked stunt community and paid tribute to Los Angeles, a city recently impacted by devastating wildfires.
Carnival Cruise Line, Kiehl’s, L’Oréal Paris, and ad-tech company Mntn each aired a commercial featuring a high-energy stunt sequence, while Samsung ran two spots highlighting its latest Galaxy smartphone. More than 150 crew members from two LA-based production houses worked on the project, with stunt professionals taking on roles both in front of and behind the camera. The sound design was handled by Mr. Bronx Audio Post.
The campaign also marked some significant brand milestones. L’Oréal Paris returned to the Oscars for the first time since 2018, while its subsidiary, Kiehl’s, aired its first-ever national TV advertisement in its 173-year history. The timing was particularly notable for Mntn, which is currently preparing for an initial public offering.
While the ads weren’t tied to specific films, their inspirations were clear. Samsung’s commercial featured a sharply dressed protagonist reminiscent of John Wick, skillfully fending off enemies while casually checking his phone. Meanwhile, Carnival’s ad channeled the high-stakes action of Mission: Impossible, showcasing a daring stunt performer leaping from a helicopter and landing flawlessly in a pool aboard a Carnival cruise ship. Among the featured stunt professionals were Steve Brown, Samantha Win, Hannah Betts, and Gary Hymes.
Disney Advertising has continuously evolved its Oscars ad strategy, placing greater emphasis on in-show integrations in recent years. ABC’s Oscars broadcast, which had a fully booked ad lineup, drew 18.1 million viewers—a 7% decline from the previous year, according to Nielsen.
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