A Historic Advertising Stunt at the 97th Oscars®: Disney and Brand Giants Celebrate Stunt Performers

In an unprecedented move that marks a new era in advertising, Disney Advertising has orchestrated the largest multi-brand advertising stunt in Oscars® history. During the 97th Academy Awards on March 3, 2025, five major brands—Carnival Cruise Line, Kiehl’s, L’Oréal Paris, MNTN, and Samsung Galaxy—joined forces to showcase the often-overlooked contributions of Hollywood stunt performers. This innovative campaign not only brought excitement to the event but also highlighted the artistry and dedication behind the thrilling moments that captivate audiences worldwide.

The campaign featured six adrenaline-pumping commercials that aired throughout the Oscars ceremony, spotlighting over 75 real-life stunt performers. From breathtaking skydiving sequences to heart-stopping fight scenes, these ads served as a tribute to the unsung heroes of the film industry. Each commercial was designed to not only entertain but also to recognize the skills and hard work of those who often remain behind the scenes.

Chris Denison, a renowned stunt coordinator, director, and stunt performer, played a pivotal role in bringing this campaign to life. He emphasized the importance of showcasing stunt performers as individuals rather than faceless doubles, stating, “This campaign is a love letter to stunt performers—the people behind the scenes who so often go unseen and uncelebrated for their contributions to movie making.”

Amy Martin Ziegenfuss, Chief Marketing Officer of Carnival Cruise Line, expressed her excitement about the collaboration, stating, “Just as stunt performers make movies more magical, our team members are dedicated to making cruise vacations extraordinary for our guests.” The brand’s commitment to celebrating the stunt community aligns perfectly with its mission of providing memorable experiences.

John Reed, General Manager of Kiehl’s, echoed the sentiment, saying, “Our participation in this Oscars campaign is a natural extension of that spirit, celebrating the endurance of both our products and the professionals who bring cinematic adventure to life.” Kiehl’s showcased its Better Screen UV Serum, highlighting its effectiveness for both on-set and real-life adventures.

L’Oréal Paris also took the opportunity to honor stunt performers. Laura Branik, President of L’Oréal Paris USA, remarked, “Their talent and resilience deserve recognition, and we’re proud to be part of this innovative stunt.” The brand’s Infallible 3-Second Setting Mist was showcased as the makeup that stands up to Hollywood's intense moments.

Mark Douglas, Founder and CEO of MNTN, emphasized the storytelling potential of this advertising stunt, stating, “Commercials aren’t just ads; they’re opportunities to tell unforgettable stories and create must-watch moments.” This perspective aligns with MNTN’s mission of bringing high-performance marketing to the forefront.

Samsung Electronics America, represented by Vice President Olga Suvorova, highlighted the innovative technology behind the Galaxy S25 series, stating, “We believe in pushing the limits of what's possible.” The campaign demonstrated how technology and creativity can converge to tell compelling stories.

Disney Advertising's long-standing relationship with The Academy of Motion Picture Arts and Sciences has always been rooted in the art of storytelling. This campaign exemplifies how brands can creatively integrate their messages into major cultural events. By spotlighting the contributions of stunt performers, Disney Advertising utilized the Oscars platform to amplify these incredible, often unheard stories, elevating the event’s narrative.

This groundbreaking advertising stunt not only entertained millions but also brought much-deserved recognition to the stunt community—a segment of the film industry that plays a crucial role in creating cinematic magic. As brands like Carnival Cruise Line, Kiehl’s, L’Oréal Paris, MNTN, and Samsung Galaxy join forces with Disney, the future of advertising looks promising, with storytelling and creativity taking center stage. The 97th Oscars® will be remembered not just for the awards presented, but for the celebration of those who make the magic happen behind the scenes.