According to the Academy of Motion Pictures Arts and Sciences, they're totally changing their Oscar advertising approach this year. Which is good, because I don't think anyone has ever said "Man, that Oscar ad was GREAT! I wasn't planning on watching the ceremony, but seeing footage that little bald statue with a dramatic music behind it has totally changed my mind!"

Instead of frantically pulling things together after the host is announced (which has been the policy in the past), the Academy has already hiredSpike Lee -- yes, that Spike Lee -- to direct this year's campaign. Since the campaign will actually be shaped by ad agency TBWA\Chiat\Day -- a group that has been pursing the Oscars gig for three years -- it's unclear whether "direct" means "supervise," or actually be the man behind each of the spots. Whatever Lee's role, we can only hope it will lead to Mars Blackman shaking off the mothballs, and pushing Oscars instead of Nikes.