Among the dozens of ads that premiered during Sunday’s Super Bowl LII, one featured a very familiar tune to Oscar devotees. NBC aired an extended promo for the Winter Olympics using Best Original Song nominee “This Is Me” from “The Greatest Showman,” which could low-key serve as the song’s best and most effective Oscar campaign.
The nearly two-minute clip features a montage of Olympians training and competing, backed by the Golden Globe-winning Pasek and Paul tune. It’s a savvy visual and aural marriage: There is nothing more goosebump-inducing than the inspirational moments the Olympics create, and the song’s uplifting message and sweeping chorus, amplified by Keala Settle’s killer vocals, are as catchy as a Taylor Swift hook.
NBC will definitely be running various cuts of this promo during the Olympics — the network also premiered a commercial-friendly 45-second version during the Super Bowl that will likely be the one that gets continuous airtime. The Olympics, which start Thursday and overlap with Oscar voting from Feb. 20-25, are a once-in-a-quadrennium event that everyone, even non-sports fans, watches, which gives “This Is Me” maximum visibility. If you’re filling out your ballot while watching the Olympics and this ad comes on, you may be inclined to vote for the addictive earworm that functions as both a circus musical centerpiece and an Olympic hype song. (Let’s be real, people cast their votes for far less.)
“This Is Me,” which is already a Billboard 100 hit, is currently in second place in our combined odds behind “Remember Me” from “Coco.” But you should probably keep tabs on it the next three weeks to see if it rises from silver to gold.
Be sure to make your Oscar predictions so that Hollywood insiders can see how their films and performers are faring in our odds. You can keep changing your predictions until just before winners are announced on March 4. And join in the fierce debate over the 2018 Oscars taking place right now with Hollywood insiders in our movie forums. Read more Gold Derby entertainment news.