The real winners at the VMAs? The ads.

And the VMA goes to …

MTV's Video Music Awards are one of the most highly anticipated events of the year. This year's show had an estimated 4.08 million viewers, and advertisers seized the opportunity to place their brands alongside the biggest names in entertainment.

Over 8 minutes of ad campaigns were run through the VMAs, which is the most time the awards have dedicated to ads, ever.

From shoppable ads to celebrity-studded campaigns, these commercials didn't just sell products; they became a part of the night's entertainment.

But if you didn't catch the VMAs, don't worry. I'm here to break all the best ads down for you.

…And the winners for best advertising at VMAs are…

Most Interactive Ad: Shopsense AI Campaign

Everyone loves the post-VMA outfit debrief. We all want to know which celebrities had the best and worst outfits, and where can we find them. This year, a tech company called Shopsense AI decided to hop on this trend. The brand partnered with Paramount to make the VMAs an interactive experience.

While watching, viewers could take a photo of an outfit they saw on their screen and upload it to Shopsense AI. Then, the platform used AI to find out where they could buy that outfit.

Through this partnership, this brand created an ad experience that didn’t just promote their product. They allowed over 4 million viewers to engage with it in real-time—and that is a campaign no one will forget.

Best Performance Preview: Bacardi Rum ft. Camila Cabello

Bacardi's VMA ad is the perfect example of how a well-timed ad helps build anticipation for an upcoming performance while increasing viewership. Camilla, a brand ambassador for Bacardi, was present at the VMAs and was set to perform as well. So the brand took the opportunity to remind viewers of their partnership with her.

During the VMAs, Bacardi Rum played a special version of one of their ads. This version had a voiceover teasing Camilla's performance of her new album later on in the ceremony. Airing this special ad kept viewers hooked and seamlessly made the advertisement a part of the show—a win-win!

Best Use of a Host: Burger King's ft. Megan Thee Stallion

This year, the VMAs were a perfect example of how brands can take full advantage of publicity and timing by partnering with big-name celebrities present at the event. And that is exactly what Burger King did.

That night, the brand launched their new 'King of the Night' campaign featuring Megan Thee Stallion, who also happened to be one of the event’s co-hosts. We all know Megan for her bold and lively personality, and the ad was an extension of that.

The brand positioned Burger King as the go-to for after-hours bites (post-VMA munchies, if you will). This ad tapped into the energetic, late-night vibe of the event. And using Megan Thee Stallion was the perfect way to connect with the younger demographic watching along.

Best Personal Brand Promo: Katy Perry

Some artists like to talk about an upcoming album. And others like to stamp a QR code on their lower back and let the media talk for them.

Which one do you think gets more people talking?

At the VMAs, Katy Perry appeared on the red carpet in her low-waist skirt that showed off a QR code tattooed on her lower back. After photos of her began circulating, people wondered whether the code actually led to something. And, it turns out, it did.

When people began scanning the code in her photos, they found themselves on a website that led to a pre-save link for her new album. And they could also buy vinyl and merch while they were there.

So what makes marketing at the VMAs different?

The VMAs are an anomaly in advertising and marketing, and not all of us have the cash to spend on brand deals with celebs. But for these brands, it was the perfect opportunity to put themselves at the centre of attention.

The very presence of these brands at an event like this emphasises a very simple idea: celebrities endorse these companies. The VMAs endorse them. And you should, too. After all, if it’s good enough for Megan Thee Stallion, it’s good enough for me!

-Kaavya, Intern