The Oscars may be Hollywood’s biggest night, but sometimes the ad breaks earn their own standing ovation.
The commercials that ran during the 98th Academy Awards leaned into the ceremony’s themes of aspiration and transformation, with brands from Coinbase to Burger King creating their own cinematic stories.
Below, ADWEEK rounds up the most notable spots from the 2026 Oscars.
Coinbase: „Your Way Out“ (Isle of Any)
What if the background character in a video game suddenly refused to follow the script? That’s the premise of Coinbase’s Oscars ad, which encourages people to break free from familiar financial systems. The spot features a non-playable character (NPC) who transitions from a video game setting to real life, where he finally breaks free.
Burger King: „There’s a New King, and It’s You“
Burger King strikes a self-aware tone in an ad spanning seven decades of brand history. U.S. and Canada president Tom Curtis recounts common restaurant complaints before firing the King mascot and handing the crown to the customer. Burger King’s pivot aims to position it as a “brand for everyone,” said CMO Joel Yashinsky.
Mazda: „5 Sides of the All-New CX-5“
Mazda created a cinematic universe in honor of the 2026 CX-5. Through five short films directed by Paul Hunter, shot by Academy Award-winning cinematographer Hoyte Van Hoytema, and starring Jessamie Waldon Day, the brand showcases different sides of the CX-5 through movie genres, including romance, action, sci-fi, musical, and horror.
Disney Cruise Line: „Midnight Magic“
Disney Cruise Line captured the magic of a parent-child bond in its Oscars spot, inspired by the real experiences of cruise guests. It depicts a father and son sharing a quiet ritual aboard a Disney ship, following their relationship from childhood to adulthood and into grandparenthood.
Credit One Bank: „Within Reach“ (Deutsch)
The Oscars are a place where dreams come true (for some). But while some dreams, like winning an Academy Award or going to Mars, might be out of reach for the rest of us, access to a credit card with good perks shouldn’t be one of them, says Credit One Bank.
Panera Bread: „Something Great“ (72andSunny New York)
A Panera cafe isn’t just a place to drink coffee or share a meal. It can also be the setting to bring a dream to life. Panera’s cinematic ad depicts a young woman working on her screenplay in one of the brand’s cafes.
L’Oréal x The Devil Wears Prada 2: „You’re Worth It. That’s All.“
Anna Wintour and Anne Hathaway appeared on stage together at the Oscars ahead of The Devil Wears Prada 2’s May release. During the ad break, 20th Century Studios teamed up with L’Oréal to tease the long-awaited sequel.
The spot, from Maximum Effort, showed L’Oréal brand ambassadors Kendall Jenner and Simone Ashley (one of Miranda Priestley’s latest assistants) involved in an awkward mix-up at Runway Magazine’s offices.
Source: adweek.com