Heinz “I’m Still Here” Oscars Play

Source: YouTube

“I’m Still Here” is a critically-acclaimed film from Brazil that won a slew of awards this season, including the coveted Best International Feature Film at the Academy Awards this past Sunday making it the first film from Brazil to win that award. It is also the highest grossing film from Brazil post-pandemic.

Quite the accomplishment. Check out the trailer …

In a smart move during the Oscars telecast, brand Heinz from their Brazil agency aired a little commercial spot giving reference to the film yet also reminding people of their own habits as it relates to the brand …

What a great insight and perhaps even a behavior while watching the movie!?!

The brand took the time to think through how they could make the viewership during the Oscars mean something for the brand, make a connection for the brand, and give the audience a wink. Perfect insight. Perfect timing. Tied to a cultural moment, with a cultural connection.

This is a marketing master class.

We should all be thinking this way for these major marketing moments, where the investments are high. Actually, we should be thinking this way all of the time!

Culture, meets audience, meets brand. What’s your experience? JIM