2014 saw some brilliant innovations, some brilliant ideas. For us, the one that stood out was the Oscar selfie!
For many, it didn’t even occur to them that this was an advertisement by Samsung. And that is the beauty of this. How can you send your communication to the audience, without them knowing that they are being advertised to? This is the stuff that advertisers dream of.
The usual way is to interrupt what you are sponsoring, to show messages of your own. We all have heard words like “this show is brought to you by blah blah blah”. Samsung found a way to be part of the show. With this masterstroke, instead of riding on 30 seconds of content, shown 10 times across a 3 hour show, they created a viral image and a viral video, which is getting more audience attention than ever.
Yes, it was no coincidence that Ellen just happened to want a selfie, and it was no coincidence that everyone happily came together to be part of this epic oscar selfie. They used something contemporary which the world is going crazy about, and turned it into their promotional message.
The oscar selfie, the best ad of 2014.