“Mazda didn’t just want to come in advertising during the Oscars. They wanted to support the future of filmmaking, and that is really important to The Walt Disney Company, as well as AMPAS, and what we seek from partners,” Campbell said. “That doesn’t happen every day.”
As the Academy Gold alumni interacted and collaborated with accomplished filmmakers on set, Disney CreativeWorks captured behind-the-scenes footage. These behind-the-scenes moments were turned into four custom social creatives that will complement Mazda’s campaign and align with the brand’s “Be Moved” mentorship initiative.
Meredith Shea, AMPAS chief membership, impact, and industry officer, who oversees the Academy Gold program, noted that AMPAS was proud to work with Mazda as it looks to “uplift and inspire the next generation so they can envision a future on the Oscars stage.”
Coming soon
Campbell said the collaboration had many moving parts and required trusted partners to pull it off. But it’s that kind of impact that brands are looking for, especially as live events continue to stand out as appointment viewing.
“CMOs want to go beyond just reach, and they want relevance. They want cultural connection, and they want proof that it works,” Campbell said.
Noting the enthusiasm around live tentpole events, Campbell said more Oscars ad units than ever were sold in the previous upfront, and brands are starting brainstorms a lot sooner in order to be closer to the IP and make an impact beyond 30-second spots.
According to Campbell, the live-event enthusiasm is already affecting 2027, with brands engaging Disney in conversations about the 99th Oscars. It adds to Disney’s expectations of a big kick-off to next year, with the College Football Playoff National Championship Presented by AT&T, the 69th Grammys, Super Bowl LXI, and the Oscars all happening within weeks of each other.
“As we lead into Q1 2027, there are brands looking to take big creative swings with us and find ways to be able to link across film, sport, and music, and what does that look like for their fandoms? And what does it look like for our fandoms?” Campbell said. “We’re in a lot of rooms ideating right now on what we could potentially bring to life when we have this opportunity to really own the moment for that eight-week period.”
