Oscars 2017: The 13 Best Ads and Social Reactions

There were two unavoidable trends during Sunday’s Oscars: politics and #EnvelopeGate. A huge amount of the event’s official commercials focused on diversity, the truth, acceptance – not so subtle digs at Donald Trump’s presidency. And then there was #EnvelopeGate, thanks one of the most almighty screw-ups on one of the biggest stages possible. In case you live under a rock, La La Land was named Best Picture. The cast and crew got on stage and did acceptance speeches. It wasn’t until over two minutes later that it became apparent that the wrong film was read out and, in fact, Moonlight was the winner. A bunch of brands had some fun with the gaffe. 

LBB’s Addison Capper has rounded up the best ads and social reactions of the night...

1. The New York Times

The New York Times was the most discussed brand on Twitter thanks to this campaign by Droga5. In part thanks to the President himself. 

2. Specsavers UK

The high street optician is known for having one of the most savvy, reactive marketing teams. They couldn’t not comment on #EnvelopeGate. 

3. Specsavers Australia 

Its Aussie counterparts got involved too. 

4. Calvin Klein

The rightful winners of the Best Picture Oscar eventually got their chance to shine on the night – and soon afterwards the male stars took the spotlight in these beautiful shots for Calvin Klein by Willy Vanderperre.  Mahershala Ali, the newly crowned ‘Best Supporting Actor’ was joined by Alex Hibbert, Ashton Sanders and Trevante Rhodes.

5. General Electric

Another of the night’s best commercials was BBDO New York’s GE film, which is aiming to bridge the gender gap between technical job roles. 

6. Walmart

Walmart launched an intriguing initiative for the event. The retailer tasked three Hollywood directors to make three 60-second spots for the Oscars, with each having to feature six items - bananas, batteries, paper towels, wrapping paper, a video baby monitor and a scooter. The directors were Seth Rogan and Evan Goldberg (Superbad, Neighbors), Antoine Fuqua (Southpaw, The Magnificent Seven) and Marc Forster (Monster’s Ball, The Kite Runner).

7. Samsung

One of YouTube’s biggest stars, Casey Neistat, spoke for a different type of filmmaking to Hollywood in this Samsung spot from Wieden+Kennedy. 

8. Audible

Amazon’s audiobook company Audible released this simple but sobering as in which actor Zachary Quinto reads out a quote from George Orwell’s 1984. 

9. Ryanair

More #EnvelopeGate action, this time from airline Ryanair. 

10. Skittles

And Skittles.

11. Snickers

And Snickers. 

12. Hyatt

Hotel chain Hyatt marked the occasion to launch a new global campaign - another from the night with a political edge to it. 

13. Cadillac 

Cadillac aired four ads during the Oscars. This one includes footage of Mohammed Ali, Marilyn Monroe and Dwight Eisenhower, as a message of how diversity can unite.