Kiehl’s made its national television commercial debut during the 97th Academy Awards on Sunday with “The Maverick,” a Western-inspired ad highlighting Hollywood stunt performers and the brand’s Better Screen UV Serum SPF 50+.
“The Oscars represent more than just an awards show; they are a global celebration of artistry, storytelling, and cultural influence. This moment was the perfect stage for Kiehl’s to make its national TV commercial debut, allowing us to connect with audiences in a way that’s as bold and high-impact as the products we create,” John Reed, Kiehl’s general manager, told WWD via email.
A still from the Kiehl’s commercial.
Disney Advertising
The cinematic advertisement, set in 1851 (the year Kiehl’s was founded), follows a high-adrenaline stagecoach sequence where a stunt performer finds himself hanging upside down. In this precarious position, his costar casually shares Kiehl’s Better Screen UV Serum SPF 50+ with Collagen Peptide, allowing the suspended performer a moment to appreciate the product’s lightweight, invisible formula.
“By spotlighting Hollywood’s unsung heroes — stunt performers — we not only honor those who embody resilience and fearlessness but also draw a parallel to our own commitment to torture-testing our skin care for ultimate performance, endurance and efficacy,” Reed said.
The commercial was created by Disney Advertising. “The Maverick” is part of a multibrand advertising action held during the Oscars in partnership with Carnival Cruise Line, Kiehl’s, L’Oréal Paris, MNTN and Samsung Galaxy.
To celebrate the campaign, Kiehl’s will host a series of activations in Los Angeles on Monday, including Western-style flash mobs outside Sephora at the Grove and a paparazzi-fueled event with Miles Mitchell, who won the viral Timothée Chalamet lookalike contest in New York City last October. The activations aim to put Kiehl’s Better Screen UV Serum SPF 50+ in the spotlight.
A still from the Kiehl’s commercial.
Disney Advertising
“Better Screen UV Serum SPF 50+ is our most advanced daily sunscreen, designed to not only protect but also correct the skin,” Reed said. “This product perfectly embodies Kiehl’s commitment to high-performance skin care, making it the ideal choice for our national debut. The Oscars also mark a moment of transformation and excellence, aligning with Better Screen’s mission to elevate sun protection beyond the ordinary. With this launch, we’re reinforcing that protection is the foundation of great skin, no matter the scene — on set or in real life.”
