The Drum Awards Festival - Extended Deadline

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By Noel Young, Correspondent

February 23, 2013 | 2 min read

Whoever picks up the lion's share of the gongs at tomorrow night's Academy Awards, the Oscar for enterprise surely goes to Samsung.

The Korean company will be telling a story of its own during the commercial breaks, running no fewer than six commercials during the Academy Awards.

Each spot will be part of a serial story about a video game publisher trying to develop a game called "Unicorn Apocalypse," says AdAge.

The last of the ads will have Tim Burton, director of "Beetlejuice" and "Edward Scissorhands," trying to turn "Unicorn Apocalypse" into a feature film.

The first ad will be 60 seconds, the next four will be 30 seconds and the final ad featuring Burton will run for 90 seconds.

Samsung will also run an entirely separate spot during the pre-show coverage.

The spots were created by 72andSunny, which also did Samsung's Super Bowl spots with Seth Rogan and Paul Rudd.

AdAge comments, "For Samsung, the ad buy is an attempt to build on the momentum the company gained with its popular, hilarious star-studded Super Bowl ad."

Under-pressure store chain J.C. Penney has also purchased six Oscar spots. One spot each will air during the pre-show and red carpet, while four ads will air during the awards show.

The spots were created by The Bureau, an agency that has worked with Apple in the past and is now working solely with JC Penney. It is a new campaign, which will be ongoing but other than that JCP is keeping mum.

WATCH THE OSCARS LIVE Red Carpet Live will air from 11.30pm on Sky Living / HD and Sky Movies Oscars / HD. The actual Oscars will air live exclusively on Sky Movies Oscars / HD from 1.30am until 4am.

- but , sorry, I'm told you won't get the US adverts!


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