{"id":1798,"date":"2023-02-17T15:15:45","date_gmt":"2023-02-17T21:15:45","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=1798"},"modified":"2024-11-20T11:03:37","modified_gmt":"2024-11-20T17:03:37","slug":"introducing-the-creepy-awards-super-bowl-lvii","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/introducing-the-creepy-awards-super-bowl-lvii\/","title":{"rendered":"Introducing: The Creepy Awards, Super Bowl LVII"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"alignright size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"640\" src=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2024\/11\/hi-im-oswald.jpg\" alt=\"It\u2019s\u2026 Okay, here we go. It\u2019s a screenshot from the Workday \u201cRock Star\u201d Super Bowl ad, and it\u2019s Ozzy Osbourne in an office environment \u2014 desks behind him, computer monitors, all the office things. The man himself is sitting in a swivel chair, waving happily to his new coworkers. He\u2019s wearing a short-sleeved beige button-down shirt, a burgundy tie, and his signature smudged eye makeup. He does look like he\u2019s had a blowout, at least \u2014 his hair looks great. The overall effect is, well, kind of creepy.\" class=\"wp-image-2850\" style=\"width:360px;height:288px\" srcset=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2024\/11\/hi-im-oswald.jpg 800w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2024\/11\/hi-im-oswald-300x240.jpg 300w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2024\/11\/hi-im-oswald-768x614.jpg 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\">&#8220;Hi, I&#8217;m Oswald.&#8221;<\/figcaption><\/figure>\n<\/div>\n\n\n<p>I hadn\u2019t planned to provide any further commentary about this year\u2019s Super Bowl ads \u2014 I\u2019ve already done <a rel=\"noreferrer noopener\" href=\"https:\/\/capertongillett.com\/blog\/2023\/02\/03\/in-which-i-dont-have-time-to-do-a-super-bowl-ad\/\" target=\"_blank\">my obligatory post<\/a> \u2014 but I\u2019ve received an actual, honest-to-dog request, which was unexpected, and I am nothing if not accommodating.<\/p>\n\n\n\n<p>The thing is, the request was for a Super Bowl <a rel=\"noreferrer noopener\" href=\"https:\/\/capertongillett.com\/blog\/2022\/12\/14\/the-2022-weepies-yup-im-back\/\" target=\"_blank\">Weepy Awards<\/a>, and while it isn&#8217;t unheard of, advertisers aren\u2019t known for capriciously hitting the tearjerk button in the middle of a fun, entertaining, widely viewed sporting event. You just don\u2019t want to bring down the mood. (This is not to say that none of this year\u2019s ads drew a sniffle \u2014 as the owner of a <a rel=\"noreferrer noopener\" href=\"https:\/\/capertongillett.com\/blog\/2021\/10\/06\/when-advertising-tropes-attack\/\" target=\"_blank\">very large, very clingy<\/a>, <a rel=\"noreferrer noopener\" href=\"https:\/\/capertongillett.com\/blog\/2022\/12\/22\/happy-holidays-from-caperton-gillett-creative\/\" target=\"_blank\">very destructive-when-left-alone<\/a> sweet boi, \u201c<a rel=\"noreferrer noopener\" href=\"https:\/\/www.youtube.com\/watch?v=-bueUljGJ2M\" target=\"_blank\">Saving Sawyer<\/a>\u201d definitely kicked me right in the sentiments.) So instead of tearjerking ads, I\u2019m going to focus on that genre traditional to and beloved throughout the Super Bowl: multi-million-dollar ads that are, intentionally or unintentionally, creepy AF.<\/p>\n\n\n\n<p>I present to you: the inaugural Creepy Awards 2023.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Honorable Mention:<\/strong> T-Mobile, \u201cNew Year. New Neighbor.\u201d (RAPP Worldwide)<\/h2>\n\n\n\n<p>This honorable mention might sound kind of mean, I acknowledge, but I hope it can be accepted in the spirit of sympathy in which it is intended: Today, we recognize whatever John Travolta has been doing to his face. Dude, it\u2019s an inescapable fact that men in your industry are allowed to transition seamlessly into silver foxes while women are unemployable between 30 and 50. Sincerely, however your face is aging naturally is just fine. Set it free, and we will love you for it.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"New year. New neighbor. | 2023 Big Game Day Commercial | T-Mobile Home Internet\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/jSO-Whn2sCQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Bronze:<\/strong> Workday, \u201cRock Star\u201d (Ogilvy)<\/h2>\n\n\n\n<p>This might sound like further superficial bitchiness about an aging star, but it\u2019s actually fine because the effect was clearly intentional: The Bronze Creepy goes to the two seconds of Ozzy Osbourne in smudged eyeliner and a short-sleeved button-down turning around in a swivel chair and saying, \u201cHi, I\u2019m Oswald.\u201d Excellent work. Rock star material.<\/p>\n\n\n\n<p>(See what I did there?)<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Workday Big Game Spot: Rock Star\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/2ID-1mzRAew?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Silver:<\/strong> E*Trade, \u201cWedding\u201d (MullenLowe)<\/h2>\n\n\n\n<p>To their credit, the E*Trade baby is far less creepy today than he was in <a href=\"https:\/\/www.youtube.com\/watch?v=X4GZfvXx9Js\" target=\"_blank\" rel=\"noreferrer noopener\">his early appearances<\/a> \u2014 obviously, CGI technology has improved vastly since 2008. But although the worst of the creepiness has left, what remains only moves us farther into the uncanny valley. (Also, of course it would be way worse for a talking baby to be marrying an actual adult, but two babies getting married at an event otherwise populated only by adults save for one other talking baby? Who is apparently \u201csingle and ready to mingle\u201d? Creepy.)<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"E*TRADE Baby Commercial \u2013 Wedding\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/X8aV2tbCMUM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Gold:<\/strong> Tubi, \u201cRabbit Holes\u201d (Mischief @ No Fixed Address)<\/h2>\n\n\n\n<p>The Gold Creepy has to go to an ad that, while intentionally creepy (and you know I have a preference for organic Weepy\/Creepyness), can\u2019t go unrewarded: Dead-eyed costumed rabbits dragging unwilling victims by their feet and flinging them into an ominous hole full of random floating TV shows. There were some twisted minds behind that, and I salute them. Thanks for fueling my nightmares, Mischief. (Incidentally, I\u2019m not the only one who found beauty in the creepy bunnies \u2014 they won a <a rel=\"noreferrer noopener\" href=\"https:\/\/musebycl.io\/clio-awards\/rabbit-holes-tubi-wins-super-clio-big-games-best-ad\" target=\"_blank\">Super Clio as the Big Game\u2019s best ad<\/a>.)<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Tubi Rabbit Hole | Super Bowl\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/GtyxWvifru8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Congratulations to our first-ever winners.<\/h2>\n\n\n\n<p>I salute every brand and agency that turned out the kind of ad that made my shoulder blades twitch \u2014 you know how sometimes you can actually <em>feel<\/em> creepiness up across your shoulders and collarbone? \u2014 and filled my head with images time will never erase. How about you? Did you get squicked out by any ads this year, or do you have a beloved creepy ad you hold in your heart despite wishing you didn\u2019t? (<a href=\"https:\/\/www.youtube.com\/watch?v=nQcfK9EKfL4\" target=\"_blank\" rel=\"noreferrer noopener\">Puppy Baby Monkey<\/a> deserves a Lifetime Achievement Award as far as I\u2019m concerned.) Drop it in comments. A squick shared is a squick halved.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I hadn\u2019t planned to provide any further commentary about this year\u2019s Super Bowl ads \u2014 I\u2019ve already done my obligatory post \u2014 but I\u2019ve received an actual, honest-to-dog request, which &hellip;<\/p>\n","protected":false},"author":1,"featured_media":2850,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[10,27,35,65],"class_list":["post-1798","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising-irl","tag-ads-i-wish-id-made","tag-egad-bad-ad","tag-fun-stuff","tag-superb-owl"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Introducing: The Creepy Awards, Super Bowl LVII - Caperton Gillett | The Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/capertongillett.com\/blog\/introducing-the-creepy-awards-super-bowl-lvii\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Introducing: The Creepy Awards, Super Bowl LVII - Caperton Gillett | The Blog\" \/>\n<meta property=\"og:description\" content=\"I hadn\u2019t planned to provide any further commentary about this year\u2019s Super Bowl ads \u2014 I\u2019ve already done my obligatory post \u2014 but I\u2019ve received an actual, honest-to-dog request, which &hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/capertongillett.com\/blog\/introducing-the-creepy-awards-super-bowl-lvii\/\" \/>\n<meta property=\"og:site_name\" content=\"Caperton Gillett | The Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/capertongcreative\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/capertongcreative\" \/>\n<meta property=\"article:published_time\" content=\"2023-02-17T21:15:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-20T17:03:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2024\/11\/hi-im-oswald.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"640\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Caper\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@CapeGCreative\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Caper\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/introducing-the-creepy-awards-super-bowl-lvii\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/introducing-the-creepy-awards-super-bowl-lvii\\\/\"},\"author\":{\"name\":\"Caper\",\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/#\\\/schema\\\/person\\\/a8b294ce5e33f2905e82f8435c3650c4\"},\"headline\":\"Introducing: The Creepy Awards, Super Bowl LVII\",\"datePublished\":\"2023-02-17T21:15:45+00:00\",\"dateModified\":\"2024-11-20T17:03:37+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/introducing-the-creepy-awards-super-bowl-lvii\\\/\"},\"wordCount\":671,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/introducing-the-creepy-awards-super-bowl-lvii\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/11\\\/hi-im-oswald.jpg\",\"keywords\":[\"Ads I Wish I&#039;d Made\",\"Egad! 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