Last night’s 97th Academy Awards weren’t just a celebration of film’s finest. They also played host to the biggest advertising stunt in Oscars history.
A coalition of five major brands – Carnival Cruise Line, Kiehl’s, L’Oréal Paris, Mntn and Samsung – joined forces to deliver six adrenaline-fueled commercials starring over 75 stunt pros. Each aired live during the Oscars broadcast, turning the annual awards show into an unexpected showcase of high-octane action.
Advertisement
The marketing spectacle, a collaborative effort involving multiple creative agencies and production companies, was spearheaded by Disney Advertising alongside partners such as ArtClass Content, Empire Stunts, Kimmelot, Maximum Effort, More Media and Really Original.
Each commercial featured real, high-risk stunts – executed without CGI or green screens – including skydiving, high falls, intense fight scenes and dramatic glass crashes. Even background extras in the ads were played by stunt professionals, ensuring authenticity in every frame.
Chris Denison, a veteran stunt coordinator and director behind the campaign, described it as “a love letter to stunt performers – the people behind the scenes who so often go unseen and uncelebrated for their contributions to movie making.” Seeing their work highlighted on such a prestigious stage, he said, was “one of the most encouraging experiences of [his] career.”
Each participating brand delivered a unique, high-impact commercial that seamlessly integrated their products into the action. Samsung launched the campaign with an office brawl featuring stuntman Steve Brown crashing through a glass directory.
L’Oréal Paris followed with Samantha Win smashing through a plate-glass window to showcase the staying power of its Infallible Setting Spray. Carnival Cruise Line, meanwhile, raised the stakes with Hannah Betts leaping from a helicopter into a cruise ship pool – captured in a single take.
Kiehl’s then delivered a humorous yet action-packed spot emphasizing how its skincare products endure extreme conditions, just like stunt professionals. Samsung also returned with a breathtaking 184-foot high fall, highlighting the recording power of its Galaxy S25.
Mntn closed out the campaign with legendary stunt driver Gary Hymes barreling through barriers to illustrate the company’s bold approach to television advertising.
“Mntn is all about premium TV and high-performance marketing, so what better way to show that than by sending a trophy truck barrelling straight through the old way of advertising?” said Mark Douglas, founder and CEO of Mntn. “This advertising stunt is proof that commercials aren’t just ads; they’re opportunities to tell unforgettable stories and create must-watch moments on the biggest screen in the house.”
Beyond the spectacle, the campaign reignited a longstanding debate over whether the Academy should introduce an Oscars category for stunt performers. Despite their critical role in crafting some of cinema’s most memorable moments, stunt coordinators and performers have yet to be formally acknowledged by the Academy. By spotlighting the skill, dedication and physical risks stunt professionals take, this high-energy campaign has intensified calls for change. The question remains: Will Hollywood finally recognize the artists who risk their lives for cinematic art?
Seeking more creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.
Advertisement