Oscars 2014: Roundup of commercials during Academy Awards

Oscars 2014: Roundup of commercials during Academy Awards
Pepsi (Chris Rank / Bloomberg)

Did you tune in to the Oscars on Sunday? Advertisers hope so -- major brands including Pepsi and Dove paid an average of $1.8 million for 30-second commercial spots on ABC during the awards show.

"It has been a very healthy marketplace for the Academy Awards this year," Geri Wang, president of ABC Sales, told the Los Angeles Times last week. "There are so few marquee opportunities out there for advertisers, and the Academy Awards are truly special."

Here's a roundup of some of the commercials that aired this year:


Pepsi pushes "mini cans" in its "mini Hollywood" commercial, which is a little over one minute long. The commercial features dialogue from classic films such as "Wizard of Oz" ("We're not in Kansas anymore") and "Dirty Dancing" ("Nobody puts baby in a corner"). It ends with Cuba Gooding Jr. saying, "Show me the mini," a play on the line "Show me the money" from "Jerry Maguire."

Lipton Tea

As Harry Nilsson's 1969 song "Everybody's Talkin'" plays in the background, Kermit and his Muppet friends – including Miss Piggy -- stroll the streets of New York City in this 1:32-commercial, which revolves around the company's new campaign: "Be More Tea." The commercial ends with a peg for Disney's new Muppet film, "Muppets Most Wanted," set to come out March 21.


A spot for the candy bar also promoted a movie -- the upcoming May 16 release of the remake of the Japanese classic "Godzilla." In the commercial, the giant lizard must be pacified with candy when his hunger turns him too monstrous.


"You don't know AARP" – but after watching the commercial, the advocacy group for Americans over 50 hopes you do. To show that people in that age range "still got it," the commercial promotes "Life Re-imagined" on its website, which has "tools, support and connections."


It's an open letter to the armpit. Enough said. The spot, which features women addressing their armpits, plugs the brand's deodorant.

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