How Jimmy Kimmel Pulled Off Shock Tequila Pictures on the Oscars

In relation to viral advertising and marketing on the Oscars, Don Julio is taking its shot.

On the 96th Academy Awards on Sunday, host Jimmy Kimmel and his right-hand-man Guillermo Rodriguez “shocked” Greatest Actor nominee Colman Domingo with Don Julio margaritas dwell through the present.

Within the bit, which had Kimmel taking a tequila shot on stage, Rodriguez toasted the nominees, calling them by the flawed names and ending with a salute to his “stunning spouse,” a flabbergasted Charlize Theron.

OK, so the shock wasn’t completely a shock.

ADWEEK discovered Domingo was conscious of the bit forward of time, and following the second, company 21+ within the venue have been additionally handled to an unique first sip of the brand new Don Julio 1942 Tequila 50ml providing, a brand new, 7-inch-tall bottle that’s obtainable for presale beginning this weekend. 

The combination was additionally accompanied by a 60-second spot from Diageo’s “Por Amor” marketing campaign, with the Don Julio mum or dad firm showcasing the brand new bottles on a worldwide stage.

However how did all of it come collectively? We’ve bought the tea-quila.

Diageo has been a associate of the Academy of Movement Photos and Sciences (AMPAS) for years, often supplying the Governor’s Ball with cocktails following the ceremony, however this yr’s occasion was the primary time Don Julio was a sponsor of the Oscars on ABC.

With that in thoughts, the product was the right match for the primary spirits model to have an in-show second, and Kimmel, who has been a long-standing associate of Diageo for greater than 13 years (often having fun with tequila on his present, Jimmy Kimmel Stay), was a essential a part of it.

“Jimmy likes to shock the viewers and pitched us this concept,” Teni Melidonian, chief Oscars officer, Academy of Movement Image Arts and Sciences, advised ADWEEK. “Diageo is the right associate to assist us create this enjoyable, distinctive second inside a worldwide broadcast, and we couldn’t wait to share it with the viewers.”