In a historic collaboration during the 97th Academy Awards, five major brands joined forces to create what has been dubbed the biggest multi-brand advertising stunt in Oscars history. Carnival Cruise Line, Kiehl’s, L’Oréal Paris, MNTN, and Samsung Galaxy delivered a series of six high-adrenaline commercials that aired throughout the broadcast, putting Hollywood’s stunt community in the spotlight.

The groundbreaking campaign featured over 75 real-life stunt performers executing daring feats including skydiving, high falls, fight scenes, and crashing through glass windows. Rather than relegating these skilled professionals to their usual behind-the-scenes roles, the campaign intentionally showcased them front and center, with stunt performers not only executing the stunts but also playing all the extras in the commercials.

Renowned stunt coordinator, director, and performer Chris Denison was brought in to assemble the all-star roster of stunt talent. Denison described the campaign as “a love letter to stunt performers” who often go “unseen and uncelebrated for their contributions to movie making.”

Each participating brand integrated their products naturally into the high-energy scenarios. Carnival Cruise Line’s Chief Marketing Officer Amy Martin Ziegenfuss noted the parallel between their team members and stunt performers, stating both groups are “dedicated to making experiences extraordinary.”Kiehl’s showcased their Better Screen UV Serum in extreme conditions, while L’Oréal Paris demonstrated their Infallible 3-Second Setting Mist’s durability during intense action sequences.

MNTN’s approach involved sending “a trophy truck barrelling straight through the old way of advertising,” according to Founder and CEO Mark Douglas. Meanwhile, Samsung highlighted their Galaxy S25 series AI features, including Audio Eraser for removing unwanted noise from videos.

The campaign was presented by Disney Advertising, leveraging their long-standing relationship with The Academy of Motion Picture Arts and Sciences. The creative initiative deliberately utilized the Oscars platform to amplify the stories of stunt performers, described as “unsung heroes” of the film industry.

All six commercials can be viewed on The Oscars YouTube channel. The collaborative effort was brought together by Disney Advertising, ArtClass Content, Empire Stunts, Kimmelot, Maximum Effort, More Media, and Really Original.