Marketing lessons from the 2013 Oscars.

By Amber Hudson and Luke Sklar

Now that the Oscar dust has settled and the opinion-makers, celebrity gossips and mouth pieces have made their points, we’d like to weigh in with our 2 cents.  Here are 5 lessons from 5 celebrities as the Oscars:

First up, Seth MacFarlane – Who knew a simple song about boobs could divide a nation!   Whether you loved it or hated it, you have to give Seth credit; the kid can sing and dance.  But let’s be honest, no one, and I mean no one can possibly win with everyone.  Someone needs to tell those people in the Academy ivory tower that even though movies are for everyone, their telecast isn’t.  The same goes for your brand:   you have a broad consumption base, but a narrow communication target.  You must define your core target and win with them.

William Shatner – Aside from being a titch long, it was clear the Academy had an understanding of its brands’ needs and took the negatives head on.

Jennifer Lawrence stair stumble – Was it an accident or a calculated publicity stunt?  Her dress was a tripping hazard.  But the again, how many times can one person screw up a flight of stairs?  The cynics attribute her goofiness and cringe-worthy comments to a grand master plan to stand out from the rest of the Hollywood starlet pack.  The fans think she’s just being real.  Whatever you chose to believe, the lesson is, if you’re going to be real and mess up, do it really, really well.

Anne Hathaway – Speaking of boobs and cringing, what is up with Anne Hathaway winning the Best Supporting Actress Oscar for Les Miserable?  Cutting your hair and hollering for 10 minutes does not a great performance make. Helen Hunt in The Sessions was far more impressive.  Anne’s pandering to the Academy worked, but it’s not winning any favours with fans. There’s a fine line between being real and trying too hard.

Michelle Obama – We love you, you’re smart, you’re making a difference, and your bangs are cool.  But what the hell were you doing at the Oscars??  Lesson, know your space…don’t highjack pop-culture to move your agenda.

Oh and by the way, just for the record our predictions for Searching for Sugar Man (Best Documentary Feature) and Daniel Day-Lewis (best Lead Actor) were right.