To Stand Out, Brands Are Using Live Ads During Premier TV Events

ABC integrated Samsung and Walmart into the Oscars

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

Twentieth Century Fox staged an elaborate live song-and-dance number on the Fox network to promote its movie musical, The Greatest Showman, and Kraft used real-time elements to create its recent family-centric Super Bowl spot. During Hollywood’s glitziest night—the Academy Awards on Sunday—Samsung rubbed shoulders during the live telecast with A-list stars like Meryl, Denzel and Jimmy, showing off its Galaxy S9’s new photo and video features in the world’s most camera-ready context.

These come on the heels of a two-and-a-half-minute live ad for MassMutual during CNN’s New Year’s Eve countdown and last year’s live Snickers and Hyundai commercials during the NFL’s biggest showcase.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the March 5, 2018, issue of Adweek magazine. Click here to subscribe.