The Drum Awards Festival - Official Deadline

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By Noel Young, Correspondent

February 25, 2013 | 2 min read

It was left to mustard firm Grey Poupon to mount an Oscars commercial which in itself was a mini movie, if not 007, at least going that down that road with Rolls Royces taking the starring role, instead of Aston Martins.

The commercial was a bonafide hit with "Gen Xers and other social media consumers," reported Adweek. The brand received four times the social media conversations compared to its daily average, according to Networked Insights.

The brand's agency Crispin Porter+Bogusky, had reason to be well pleased with their decision to go back in time with the Pardon Me motif from the 1980s.

Samsung's big Oscars ad buy was a huge success on Twitter, according to data also from Networked Insights.

The brand had the largest volume of social media chatter and highest positive sentiment among ABC advertisers last night after airing six spots totalling four and a half minutes of airtime .

The serial story took place at a game-developer startup company that's working on the launch of a new game called Unicorn Apocalypse.

The spots show the company's young employees using Galaxy devices in various work environments.

Movie maker Tim Burton brainstorms a movie version of the game with them.

"This is all the kind of stuff I love. You know, zombies, unicorns, the apocalypse," Burton says in the spot. "Did you guys know that unicorns are basically goats?"

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