The 73rd Annual Golden Globes aired last Sunday night on NBC. In addition to honoring the best of film and television, the awards show also meant a captive audience and the perfect platform for brands to launch new campaigns, with six brands making new commercial debuts on Golden Globes night.
In addition to honoring the best of film and television, the awards show also meant a captive audience and the perfect platform for brands to launch new campaigns, with six brands making new commercial debuts on Golden Globes night.
New Ads Hit TV Screens
Beauty brand L’Oreal Paris had the most air-time with seven ads for its cosmetics, haircare and skincare product lines. Here are four of their brand-new spots:
- L’Oreal Paris Hair Care ‘Rebirth’
- L’Oreal Paris Cosmetics ‘Tap Tap’
- L’Oreal Paris Hair Care ‘Color Chameleon’
- L’Oreal Paris Hair Care ‘Mature’
Other brands that aired new ads included Chrysler, LG Appliances, Snickers, Paramount Pictures and Fiat.
Paramount Pictures new trailer “Zoolander 2” also hit TV screens and was accompanied by FIAT’s co-branded “Zoolander 2” commercial. However, it was DC Entertainment who took home the award for top digital performer, earning 14.5% of the total digital engagement for its new trailer: “Batman v Superman: Dawn of Justice.”
See the rest of the night’s winners below.
Top 5 Most Engaging Ads of the Golden Globes
1.) DC Entertainment, ‘Batman v Superman: Dawn of Justice’ Digital Share of Voice: 14.5%
2.) FIAT ‘Zoolander 2: Blue Steel’ Digital Share of Voice: 11.4%
3.) H&R Block, ‘Still Happening’ Digital Share of Voice: 6.5%
4.) AT&T, ‘Video Chat’ Digital Share of Voice: 5.0%
5.) McDonald’s, ‘Mix & Match’ Digital Share of Voice: 4.3%