If you’re like us, your head is such a big, ol’ bag of puffed up self-aggrandizement that you can barely lift it off your pillow each morning. Which is why its always so painful to glimpse our own mortality when we stumble upon a once-mighty theatrical key art masterpiece reduced to the $9.99 DVD rack on aisle three at CVS.
That’s the first tagline in the Oscars' 80something year history.
According to Ad Age, the copy was cluster-conceived by Omelet L.A.; the Academy's marketing chief, Janet Weiss; Academy President Tom Sherak; executives at ABC; and show producers Bruce Cohen and Don Mischer.
Apparently Cohen and Mischer are targeting a younger audience for the show not only with that epic tagline, but with youthful hosts Anne Hathaway and James Franco and an iPhone app. Golly! We feel less mature already!
You can see more posters and taglines at oscars.org