Between Frances McDormand recognizing all the female nominees in her acceptance speech and Ashley Judd, Salma Hayek, and Annabella Sciorra’s Time’s Up moment, gender equality and diversity were major discussion points at the 2018 Oscars ceremony — but they were also felt in the night’s commercials and trailers.
Set to a powerful spoken-word poem and featuring women from all over the world, Twitter’s “#HereWeAre” campaign challenges all women to stand their ground, speak their truth, and destroy the patriarchy. In Nike’s “Until We All Win” commercial, Serena Williams recalls the many reasons why she’s “not the right kind of woman.” Turns out those are the same reasons she’s a champion. Nest’s #MeToo-inspired “Prom Night” spot centers on a teen boy who, just before leaving for the dance, is reminded by his father to treat his date with respect.
Melissa McCarthy, Dee Rees, and Nancy Meyers’ Walmart commercials also debuted during the awards show. Each ad doubles as a short film and includes reference to Walmart’s shipping box. McCarthy and Rees’ works are both fantasy narratives, while Meyers’ subject is Oscar-winning composer Hans Zimmer.
Several women-centric projects debuted trailers during the awards as well. The “Roseanne” reboot trailer teased all the Conners back living under one roof, while a spot for “House of Cards’” sixth season sees Robin Wright moving into the Oval Office. And the world’s most famous nanny bursts back on the scene in Emily Blunt-starrer “Mary Poppins Returns.”
Here are some of the most feminist, women-centric, and women-made commercials to air during the 2018 Academy Awards.
“#HereWeAre” — Twitter
There’s #MeToo and #TimesUp — and now there’s #HereWeAre. Featuring a diverse group of women including “Wrinkle in Time” director Ava DuVernay, “Insecure” star and co-creator Issa Rae, and “Daughters of the Dust” helmer Julie Dash, the spot is a clear declaration that women are not going anywhere.
“Until We All Win” — Nike
Tennis legend Serena Williams goes through all the ways she fails as a woman — she’s too competitive, doesn’t smile enough, isn’t feminine enough. However, since those characteristics make her a great athlete, she comes to the conclusion that there’s actually no wrong or right way to be a woman.
“House of Cards” Season 6
Claire Underwood is just getting started. After five seasons of propping up Frank’s career, Claire is taking over as president. We have a feeling “House of Cards’” final season will be its best yet.
“Roseanne” Reboot
Roseanne is back! And so is the entire Conner clan. Premiering March 27, the new “Roseanne” will continue to delve into topics like marriage and parenthood from a working class perspective as well as introduce viewers to the new members of the Conner family.
“Mary Poppins Returns”
Mary Poppins sure knows how to make an entrance. If she’s not traveling by flying umbrella, she’s getting around via a kite. No matter her mode of transportation, everyone in the trailer agrees it’s great to have her back. “Yes it is, isn’t it?” she replies.
Dee Rees’ “The Walmart Box” — Walmart
Reuniting with “Mudbound” collaborators and fellow Oscar nominees Mary J. Blige and Rachel Morrison, Dee Rees’s short is a love letter to imagination and childhood.
Nancy Meyers’ “The Walmart Box” — Walmart
Nancy Meyers’ film is an ode to the (sometimes very frustrating) creative process. It also demonstrates that even the greats like Hans Zimmer hit roadblocks and need outside inspiration.
Melissa McCarthy’s “The Walmart Box” — Walmart
Melissa McCarthy’s short is all about facing your fears and learning to love yourself. It stars Tony-nominated actress and “Greatest Showman” star Keala Settle.
“Prom Night” — Nest
Before letting his son go to the prom, a father gives him a quick primer on respect and consent. It’s a sweet example of how men can ally themselves with #MeToo without dominating the conversation.
