This year, like every year, I skipped watching the Oscars. Why bother? The real action, the real conversation, wasn't happening on a Hollywood stage. It was unfolding in the vibrant, chaotic ecosystem of online culture.

While a paltry 19.7 million tuned into the broadcast (a five-year high, they say—pathetic!), the Oscars generated a staggering 104.2 million social interactions. That's more than the Grammys (102.2 million) or the Super Bowl (36.8 million). Viewership is dead; long live engagement.

Forget the fading appeal of traditional media. For brands smart enough to see beyond the declining TV audience, the Oscars (and other cultural tentpoles) offer a powerful alternative: a chance to own the conversation, not just buy a short-lived moment of airtime. This year's winners weren't just actors; they were the brands that understood this fundamental shift.

The New Rules of Cultural Relevance:

Meme Warfare/Strategic Memefication: 

Once again, ALDI earned the “Best adapted screen-puns” award. Renowned masters of the cheeky social media jab, the discount supermarket chain didn't just watch the Oscars; they became part of it, weaving themselves into the real-time tapestry of memes and jokes. The brand capitalized on the Oscars' social media buzz by turning some highlights of the evening into memes celebrating the ALDI fandom. This isn't about slick production; it's about genuine, authentic engagement.

Celebrity Synergy, Subtly Done: 

Amidst the star-studded event, all eyes were on the nominees as they paraded down the red carpet, representing a lifestyle that many aspire to or get inspiration from.

In this context, premium brands had a prime opportunity to connect with aspirational audiences.

That’s why our “Best off-the-screen chemistry award” goes to Don Julio's partnership with Oscar nominee Colman Domingo. Rather than a blatant endorsement, the collaboration was a subtle nod to shared Latin heritage (Domingo’s father is Belizean) and aspirational lifestyle. This is about aligning with cultural moments, not interrupting them.

The Stunt-vertising Revolution:

5 brands, 6 commercials, 75 real stunts professionals and 150 crew members. That is what it takes to pull the biggest “advertising stunt” ever.

Our 'Best Brand Ensemble' award recognizes the collaborative six-spot series from Carnival Cruise Line, Kiehl's, L'Oréal, MNTN, and Samsung, spearheaded by Disney Advertising.”

Each advertiser showcased the brand's unique benefits —from the Galaxy S25 Ultra's innovative features to L'Oréal's “infallible” setting spray — while celebrating the art of stunt work.  

The audacious collaboration proved that co-creation can be more powerful than any single campaign. This wasn't just advertising; it was a spectacle, a shared cultural experience.

The Takeaway? Forget the Broadcast. Own the Buzz.

The future of advertising isn't about buying eyeballs; it's about capturing hearts and minds online.

Brands that embrace the chaotic energy of social media, that understand the power of owning the conversation with non-disruptive and authentic engagement, will be the ones who truly win. The Oscars proved it. Again.