Like the films themselves, this year’s Oscar race was a study in contrasts when it came to how contenders campaigned for Hollywood’s top prize. Now that the winners have been crowned, it becomes apparent that there was no single path to the podium, but there were a few qualities that stood out — graciousness, humility, and authenticity.
Michael B. Jordan and Donna Jordan at the Oscars
For Michael B. Jordan, the journey was a master class in consistency and restraint. His campaign followed a time-tested formula: show up, stay gracious, and let the performance speak. The Sinners star worked the circuit effortlessly, attending industry events, posing for photos, and building goodwill across voting bodies.
Jordan often brought his mother as his date to major events, a move that resonated with both press and voters. Even when faced with an awkward moment at the BAFTAs, Jordan remained composed. By the time he took the stage at the Actors Awards, where presenter Viola Davis led a room erupting in applause, all the hallmarks of his campaign were on dislplay: he came across as steady, likable, and deserving. Jordan’s emotional speech, once again honoring his mom, sealed the moment.
Jessie Buckley at the OscarsJC Olivera/WWD
Jessie Buckley followed a similar script, hitting all the key stops along the awards trail. The Hamnet star began her journey at the Telluride Film Festival before continuing through Toronto, Palm Springs, and Santa Barbara, while maintaining a steady presence at Q&A screenings to connect directly with voters and audiences. Once she began collecting awards, her acceptance speeches combined gratitude and celebration for her colleagues and fellow artists with themes of family and strength in adversity. From the Critics Choice Awards to the Golden Globes to the Actor Awards, Buckley struck a balance between vulnerability and generosity, always praising costars Paul Mescal and Emily Watson and director Chloé Zhao.
Timothée Chalamet and Kylie Jenner at the ‘Marty Supreme’ premiere
While Jordan and Buckley represented tradition, Timothée Chalamet embodied an edgier, social-first approach seemingly engineered more for virality than old-school voters. From coordinated bright-orange red carpet appearances with girlfriend Kylie Jenner to dancing onstage in Rio to Soulja Boy, the Marty Supreme star’s approach blurred the line between campaign and performance art.
At times, it worked. His win at the Critics Choice Awards generated significant buzz, though the moment was partly overshadowed by his decision to thank Jenner in his speech — a gesture that ultimately dominated the headlines. But the strategy also came with pitfalls. During a widely circulated town hall with Matthew McConaughey for CNN and Variety, Chalamet’s offhand remarks suggesting ballet and opera had a relevancy problem, sparked intense backlash.
Though the interview went viral after Oscar voting had closed, the damage to his public image was immediate. Even Oscar host Conan O’Brien poked fun at the controversy during the ceremony. In the end, Chalamet’s brashness may have turned off a significant segment of Academy voters, raising the question of whether he would have been better served by a more restrained approach.
Amy Madigan wins the Critics Choice Award Christopher Polk/Variety
Then there was Amy Madigan, who carved out a path entirely her own. Her campaign was rooted in authenticity, shaped by decades in the industry and a reputation for grounded, character-driven work. Madigan leaned into her Midwestern charm, often speaking candidly about her career and gratitude for the recognition.
From finding out about her Oscar nomination while at home in bed with her dogs to delivering a refreshingly honest acceptance speech at the Actors Award, Madigan’s unfiltered eccentricity and pure joy clearly resonated with voters. By the time the Weapons star took home the Oscar, her message had become unmistakable: perseverance matters. “I’ve been doing this a long-ass time,” she said during her Actors Award speech — a line she returned to and fully embraced throughout the campaign, to great effect.
Sean PennJohn Nacion/Variety
And finally, there’s Sean Penn. In a season defined by visibility, he largely opted out. He did turn up at the Golden Globes, where he memorably smoked through out the ceremony, and at the Santa Barbara Film Festival, which came in support of the film. But Penn skipped key stops like the Critics Choice Awards and the Oscar nominees’ luncheon, and was a no-show at the Actor Awards and BAFTAs, high-profile wins that established him as the clear front-runner.
Instead, he let his One Battle After Another performance speak for itself. Penn’s approach challenged the conventional wisdom that relentless campaigning is essential, suggesting that a powerful performance and selective visibility can still carry significant weight.