Having Jeff Bridges do a voiceover during the Oscars?
The Academy of Motion Picture Arts and Sciences does not abide.
Hyundai has pulled the actor’s voice from its ads airing during Sunday night’s broadcast because of a rule limiting the use of nominees in Oscars ads.
Bridges, nominated for the best actor award for his role in “Crazy Heart,” has voiced ads for the Korean automaker since 2007.
Hyundai, the only auto company advertising during the Oscars for a second straight year, will air seven ads during the show and one beforehand. Most will feature the company’s Sonata and Genesis sedans.
The stars replacing Bridges Sunday on the ABC broadcast will be Catherine Keener, Kim Basinger, David Duchovny, Richard Dreyfuss, Michael Madsen, Mandy Patinkin and Martin Sheen.
Hyundai spent two weeks testing new voiceovers after deciding it was too hard to separate its ads during the show to satisfy Academy rules.
Joel Ewanick, marketing vice president for Hyundai’s American arm, said the new voices will bring variety.
But Ewanick added in a statement: “We’ll be happy to return to our normal casting after the show.”
Oscars night is the year’s biggest for movies – and the second-biggest for advertisers after the Super Bowl.
A 30-second ad during the awards show typically sells for about $1.7 million, according to Kantar Media. By comparison, a 30-second slot during the Super Bowl costs about $3 million.
Hyundai’s sales have risen the past year as it positioned its cars as economical during the recession and offered buyers insurance in case they lose their jobs after buying a new Hyundai.
Disney Pledges $15 million In L.A. Fire Aid As More Celebs Learn They’ve Lost Their Homes
The Pacific Palisades wildfires torched the home of "This Is Us" star Milo Ventimiglia, perhaps most poignantly destroying the father-to-be's newly installed crib.
CBS cameras caught the actor walking through his charred house for the first time, standing in what was once his kitchen and looking at a neighborhood in ruin. "Your heart just breaks."
He and his pregnant wife, Jarah Mariano, evacuated Tuesday with their dog and they watched on security cameras as the flames ripped through the house, destroying everything, including a new crib.
"There's a kind of shock moment where you're going, 'Oh, this is real. This is happening.' What good is it to continue watching?' And then at a certain point we just turned it off, like 'What good is it to continue watching?'"
Firefighters sought to make gains Friday during a respite in the heavy winds that fanned the flames as numerous groups pledged aid to help victims and rebuild, including a $15 million donation pledge from the Walt Disney Co.
More stars learn their homes are gone
While seeing the remains of his home, Ventimiglia was struck by a connection to his "This Is Us" character, Jack Pearson, who died after inhaling smoke in a house fire. "It's not lost on me life imitating art."
Mandy Moore, who played Ventimiglia's wife on "This Is Us," nearly lost her home in the Eaton fire, which scorched large areas of the Altadena neighborhood. She said Thursday that part of her house is standing but is unlivable, and her husband lost his music studio and all his instruments.
Mel Gibson's home is "completely gone," his publicist Alan Nierob confirmed Friday. The Oscar winner revealed the loss of his home earlier Friday while appearing on Joe Rogan's... Read More