During the 2025 Oscars, Kiehl's made its first national television commercial debut in its 118 year history. "The Maverick", a Western-inspired ad, set in 1851 (the year Kiehl's was founded) features professional stunt performers Haley Wright and Sammy Horowitz batteling on top of atraveling pharmacy, but quickly find themselves in the need of another hero — Kiehl's Better Screen UV Serum SPF 50+.

Working in partnership with Disney Advertising, Kimmelot and Maximum Effort, the spot includes 75 stunt performers on location in the desert, highlighting all that takes place behind the scenes of your favorite films as a love letter to the film industry that was devastated by the LA Wildfires earlier in the year.

Kiehl's was one of 5 brands to take part in the largest multi-brand ad stunt in Oscars history, honoring stunt performers focused around a key theme... the lack of a Stunt Category at the Oscars.

In addition to the spot, we created a robust 360° surround sound campaign, that included Oscar attendee doubles, doubling down on red-carpet ready SPF with Better Screen across instagram and TikTok, an Amazon takeover, Flash Mobs, Giveaways, and of course, Better Screen.

With 19.5 million viewers tuning in to the 97th Academy Awards, Kiehl's took the top prize as the #1 Brand Advertiser on social with over 20M+ Ad impressions, a 300% lift in Google search, and the #1 LUXE & UV product sold on Amazon.

Following the AD stunt, The Academy announced that a new category for Best Achievement in Stunt Design will be established to recognize the integral role of stunt professionals in film.