Promoting the 2016 Oscars with “We All Dream of Gold”

The Academy of Motion Picture Arts and Sciences is promoting the 2016 Oscars with “We All Dream of Gold”, an integrated advertising campaign featuring host Chris Rock and a range of actors and moviemakers. Print advertisements and posters print feature black-and-white photos of Hollywood stars holding their trophies at recent Oscars shows. The tag line is scripted in gold. A thirty second commercial features excerpts from recently released films. A 15-second spot, “Let’s Do This”, shows this year’s Oscars host, Chris Rock, sprinkling powder on his hands as if preparing for a gymnastics routine. While the “We All Dream in Gold” campaign features a range of African American actors, critics have used “We Dream in White” as a meme to critique the lack of ethnic diversity in the 2015 Oscars nominations.