Nostalgia Reigns over Awards Season
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The most underwhelming Super Bowl in recent memory was matched in mediocrity by this year’s lineup of Big Game ads, so hopes for the No. 2 TV event of the season, the Oscars, were very low, considering the Academy’s well-publicized difficulty and ultimate failure in finding a host. While the show itself was actually a success, Green Book’s Best Picture win had many searching for clues as to what could cause voters to select the throwback feel-good racial harmony film over more cutting-edge competition like Roma, BlacKkKlansman and even the blockbuster Black Panther.
Some critics took a harder line toward the Academy’s awarding Green Book its highest honor, but perhaps the key to the film’s victory was more mundane. As Vox’s Todd VanDerWerff pointed out, Green Book is “a comforting fantasy that safely situates a problem in the past.” In uncertain times, it’s not unusual that audiences would also see the appeal of the comfort nostalgia can add to a feature filmor a high-profile ad.
Among the biggest names advertising during the Oscars, Budweiser, Rolex, Samsung and Google played off the movie theme with some old-school hip-hop, punk and (why not) Doris Day thrown in for good measure:
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