As part of celebrations around the 25th anniversary of Photoshop, Adobe has tipped its hat to the motion picture industry that has increasingly turned to the artistic software package in its productions.
On Oscar night, this Sunday Feb. 22, the company is launching an ad campaign called ‘Dream On’ on The Academy Awards broadcast. The TV commercial, created with Adobe’s ad agency, Goodby Silverstein & Partners, includes work from Photoshop artists and images from major motion pictures that used Photoshop in production, including ‘Avatar,’ ‘Gone Girl,’ ‘The Hobbit,’ ‘How to Train Your Dragon 2’ and ‘Shrek.’
Reflecting the past and pointing to the future, the Photoshop montage, set to Aerosmith’s ‘Dream On’ song, also features Photoshop work from Adobe’s creative community over time.
The ad will air during the Oscars telecast in select US markets. The same ad will also air on broadcasts after the Oscars, such as on late night talk shows including ‘Jimmy Kimmel Live,’ news segments and morning TV shows. On-air TV ads will continue to air the next day.
In addition to the tremendous TV exposure, the company is also sponsoring paid online ad placements on Websites featuring coverage and commentary about the Oscars – including Variety, The Hollywood Reporter and ABC, as well as paid promotion on Buzzfeed and Twitter.
Over the top? Hell, no. Photoshop is Adobe’s illustrious baby and nothing is too good or too much.