Kohl's Taps (the Voice of) Cuba Gooding Jr. in Oscars Spot

First-Time Sponsor Will Air Five Spots in Feb. 28 Broadcast

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Kohl's combines well-known speeches with everyday moments.
Kohl's combines well-known speeches with everyday moments. Credit: Kohl's

What husband and father wouldn't fall all over himself in gratitude after being given control of the TV remote? Certainly not the one in Kohl's 60-second Oscars spot, which will air during the show on Feb. 28. In fact, the Kohl's dad is so excited by the opportunity that he launches into an acceptance speech eerily similar to the one Cuba Gooding Jr. gave after winning best supporting actor for his work in Jerry Maguire in 1997. Wait a minute. It is Mr. Gooding, and his Academy Award remarks.

"I know I have a little bit of time, so I'm gonna rush and say everybody and you can cut away, I won't be mad at you," dubs Mr. Gooding's voice as the Kohl's dad hurries to thank his wife, kids and parents. A Kohl's spokeswoman said the strategy of combining well-known acceptance speeches with everyday, modern situations will continue through the retailer's four other Oscars spots.

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"Kohl's Oscars sponsorship includes a series of broadcast spots that build off of the excitement of the Oscars and focus on the universal feeling of gratitude -- both in big moments, such as winning an award, or in everyday moments of celebration," said Will Setliff, Kohl's exec VP-marketing, by email. "The spots honor iconic Oscars acceptance speeches and we are excited to reminisce with viewers at home as these memorable speeches come to life through everyday moments."

The Menomonee Falls, Wisc.-based department store chain is a first-time sponsor of the award show, now in its 88th year. Kohl's, which hopes to attract Hispanic and millennial shoppers, replaces rival JC Penney, which had sponsored the event for 14 years.

A 30-second spot in this year's Academy Awards, which will be hosted by Chris Rock and air on ABC, costs around $2 million, according to reports. The 1,166-unit Kohl's declined to disclose how much it is spending on its campaign, which was created with Anomaly and Huge.

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