Did You Watch the Oscars?

I know it was more than a month ago, but it still bugs me. The 89th Academy Awards was notable not for the mistake at the end, but for the crass branding opportunity that took place a couple of times during the show: the parachuting of candies and snacks to the audience. 

While I’m sure that many celebs enjoyed the treats, since they're stuck in their auditorium seats for about three hours, the companies that undoubtedly paid to have their products featured and brands named by host Jimmy Kimmel enjoyed the opportunity even more. 

I admire the ingenuity that someone on the sales team had to market this opportunity. After all, it’s only the Oscar nominees who received the $25,000-plus gift bag that contained great stuff like Kiklos Greek Extra Virgin Olive Oil and The Maccs gourmet macaroons. 

No doubt the idea was built on what Kimmel did last year when he hosted the Emmy Awards. He had classic peanut-butter-and-jelly sandwiches --  that he said were made by his mom -- passed out to the audience. That was funny, nice and endearing. 

But much of what went on at the Oscars was just a way to make even more money. And I bet for the millions watching at home, it all made them loathe even more just how much we're surrounded by branding.