’I guess M&C Saatchi knows a thing or two that ordinary mortals
don’t, but the agency did gamble a bit of its credibility and its
clients on the outcome of the Oscars. What if The Insider (my choice)
had won the best movie and not American Beauty?
’Often this type of opportunist advertising ends up with heavy- handed
puns and even heavier branding. So I liked M&C’s enigmatic approach.
Avoiding the overt ’we’ve guessed the winner approach’ reduces the
downside of a surprise result on the night. Well done M&C and New PHD
for an excellent media moment.’
Medium: Sky Premier TV
Media planning and buying: Adam Turner at New PHD
Creative: Angela Jones and David Dao at M&C Saatchi
Brief: Harness the opportunity offered by the Oscar ceremony to put
across Sainsbury’s branding.