MNTN Stars in the Biggest Advertising Stunt in Oscars’ History

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This is a snippet of an article featured on Fast Company.

In the business world, advertisers are the stunt performers. Our fragmented media and pop cultural landscape has forced brands to really push stunts into the weird and wonderful. Whether it’s Snoop threatening to give up smoking, Ben Affleck working a Dunkin’ drive-thru, or a devil baby terrorizing the streets of New York. Meanwhile in Hollywood, the stunt performers are the ones who actually pull off the death-defying action that can make us gasp. They’re a breath of IRL fresh air in a world blanketed by visual-effects technology. 

Now, for the biggest night in entertainment, these two worlds converge for a pretty epic stunt by both worlds’ definition. Disney Advertising, Jimmy Kimmel’s Kimmelot, and Ryan Reynolds’s Maximum Effort, have enlisted five different brands to create six commercials that will air during the Oscars ceremony, tonight at 4 p.m. PT/7 p.m. ET, featuring more than 75 stunt performers executing classic Hollywood stunts like skydiving, high falls, and dynamic fight scenes.

John Campbell, Disney Advertising’s senior vice president of entertainment and streaming solutions, says that a lot of their conversations with CMOs have revolved around looking to create quality content that can maximize a given cultural moment, in particular to live audiences. The Oscars ticked all of those boxes. 

For the participating brands—Carnival Cruise Line, Kiehl’s, L’Oréal Paris, MNTN, and Samsung—Campbell says they saw the advantage of teaming up on a unique concept. The result may well be the biggest advertising stunt ever done for the Oscars.

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