The Academy Awards Roundup

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Amex 'M. Night Shyamalan'
Amex 'M. Night Shyamalan'
Last night's Academy Awards honored performances, craftmanship, production and films of the 2005 season in front of an audience of about 39 million people. So how was the advertising? With the exception of a handful of new spots, most had aired before. Here is our Oscar roundup:
  • The award for standout spot goes to American Express and Ogilvy/N.Y. for the auteur-style spot written and directed by M. Night Shyamalan. The two-minute spot, part of the "My Life, My Card" campaign, shows Shyamalan at a restaurant, where he sees people engaged in mysterious behaviors like the ones seen in his films, which include The Sixth Sense and The Village. Of course, as in all his films, the ending has a twist.
  • Miller and The Martin Agency suggest that men should drink a more grown-up beer in "Red Line" and "Hello Goodbye."
  • Sony introduced the U.S. to the Sony Bravia with a cinematic approach in "Trailer."
  • Diet Coke's swirling bubbles from FCB/N.Y. and Psyop appear in a new execution, showing a couple on their first date at the movies. After a disappointing goodbye, the guy's swig of soda gives him the courage to go back for a first kiss. Also airing during the broadcast was "Haircut," in which Diet Coke gives a woman the courage to get a rather drastic trim.
  • In a spot from Kirshenbaum Bond & Partners, Coke's Tab energy drink shows a series of exaggerated model-types in three-inch heels and push-up bras accessorized with small dogs under the premise, "It takes a lot of energy to be a woman." Completing the feminine cliche circle, the drink is pink.
  • The monkeys wielded their laser pointers in one of Friday's Picks of the Week.
  • The Hummer "Monsters" from Modernista, which debuted last summer at MTV's VMAs and aired again during the Super Bowl, fell in love all over again.
  • HSBC aired several spots from its "Point of View" campaign out of JWT, including "Haute Couture" and "Wind Farm."
  • McDonald's, TBWA/Chiat/Day/L.A. and Joe Pytka bundled up with Ronald in "Scarf."
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