The Oscars may be Hollywood’s biggest night, but sometimes the ad breaks earn their own standing ovation.
The commercials that ran during the 98th Academy Awards leaned into the ceremony’s themes of aspiration and transformation, with brands from Coinbase to Burger King creating their own cinematic stories.
Below, ADWEEK rounds up the most notable spots from the 2026 Oscars.
Coinbase | “Your Way Out” by Isle of Any
What if the background character in a video game suddenly refused to follow the script? That’s the premise of Coinbase’s Oscars ad, which encourages people to break free from familiar financial systems. The spot features a non-playable character (NPC) who transitions from a video game setting to real life, where he finally breaks free.
Burger King | “There’s a New King, and It’s You”
Burger King strikes a self-aware tone in an ad spanning seven decades of brand history. U.S. and Canada president Tom Curtis recounts common restaurant complaints before firing the King mascot and handing the crown to the customer. Burger King’s pivot aims to position it as a “brand for everyone,” said CMO Joel Yashinsky.
Mazda | “5 Sides of the All-New CX-5”
Mazda created a cinematic universe in honor of the 2026 CX-5. Through five short films directed by Paul Hunter, shot by Academy Award-winning cinematographer Hoyte Van Hoytema, and starring Jessamie Waldon Day, the brand showcases different sides of the CX-5 through movie genres, including romance, action, sci-fi, musical, and horror.
