With the Super Bowl being a week before, people tend to forget that the Academy Awards’ Oscars is another night brands decide to debut new ad campaigns. The Academy Awards is the most-watched awards show and this year 23.6 million people tuned in. While the Academy Awards does not even generate a quarter of the number of viewers compared to the Super Bowl, it still reaches a mass audience that is comprised of additional viewer demographics.
The Academy Awards is a true celebration of the arts and Adobe decided they wanted to join in on the celebration. Adobe recognizes that the Academy Awards only honors a small portion of the world’s creativity, so they created an ad to celebrate the world’s creativity.
Adobe believes that everyone is creative and that it should not be exclusive to a select few. Creativity is everywhere and connects everyone together. Their new ad campaign “Creativity for All” odes the creative nature of people and shout-outs their creative community.
The beautiful, colorful, mixed-media campaign takes viewers on a mesmerizing journey showcasing a variety of Adobe’s tools working in “real-time” on various projects. It features famous work by street artist Shepard Fairey and displays famous figures including artist Frida Kahlo, activist Malala Yousafzai, and Grammy-winning musician Billie Eilish. The ad also illustrates an animated rainbow graphic celebrating pride and a striking image of polar bears on melting ice caps to address global warming.
The graphics timely coincide with the nature of the Oscars being a major stage for political activism and Adobe’s new partnership with Teach for American in order to bring more creativity and storytelling into classrooms. Therefore, it is particularly fitting to illustrate Malala Yousafzai who is the face for education for all, as well as Billie Eilish due to her special debut performance in Academy Awards that paid tribute to renowned actors, filmmakers, and craftsman including Kobe Bryant.
Furthermore, the ad is fittingly set to “Pure Imagination”, a Hollywood iconic track sung by Gene Wilder in the 1971 film “Willy Wonka and the Chocolate Factory”. Not only are all the visuals depicted perfectly to match with this story and iconic tune, but incorporating this Hollywood classic tune also makes it idyllic for debuting it during the Academy Awards.
Adobe could have debuted this campaign during the Super Bowl last weekend. After all, they spent about the same amount of money for the 60-second time slot during the Academy Awards as they would for a 30-second slot in the Super Bowl. However, Adobe purposely decided to wait to debut the ad during the Academy Awards because they know the importance of ad placement and how it can make a difference.
Despite lower viewership in the Academy Awards, it was the prime stage for Adobe’s “Creativity for All” campaign. Everyone who tunes in to watch the Academy Awards not only appreciates art and creativity, but want to celebrate it.
Placing this ad in a ceremony specifically dedicated to honoring creativity was perfect in order for Adobe to truly celebrate the power of everyone’s creativity from all around the world.
