Emmy voting ends: Who won the battle of the print ads?

glee-emmy-adsImage Credit: The Hollywood ReporterIt’s now in the hands of Ernst & Young: Voting for the 62nd Primetime Emmys closed last night. Since we can no longer influence last-minute voters, let’s do our own poll on who won the race for best Emmy ad. In recent weeks, two shows have made headlines for their clever marketing, Outstanding Comedy Series nominees Modern Family and Glee. It’s a tough call: While I only got a little chuckle out of the Glee ad with Sue Sylvester talking about her 19 toes, the one of her begging Academy voters not to give the show a single statue (while taking shots at Will Schuester’s hair and rapping) was brilliant. I appreciate that they stayed in character.

modern-family-emmy-adsImage Credit: The Hollywood ReporterModern Family, meanwhile, had two direct hits. One ad promised that if it wins the night’s top comedy prize, Sofia Vergara “will run naked down Sunset Blvd” (footnote: “Cast member may change without notice”); the other brokered a deal for young Nolan Gould and Rico Rodriguez (“You give us an Emmy, we stay out of the tabloids”). The latter is my favorite because of the photo of the boys, in tuxes, with their arms around one another, clearly sitting at an awards-show after-party, with an adult’s cocktail visible in the background. These are two of the purest, funniest kids on TV. I love that the show used them like this.

Cast your vote below. And let us know if you spied any other great Emmy ads, or, lame ones. I’m sorry, Dancing With the Stars, but you need to lighten up: You could have done better than a shot of Edyta and Alec and the words “We’ve Been Practicing… HELP MAKE IT OUR YEAR.”


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  • Ceballos

    I love the self-awareness in the “Glee” ad (fans complaining about Schue’s rapping), but I have to give naked Sofia Vergara the edge. (The “Cast member may change without notice” clinches it.)

    As for the race for the actual Emmy…Modern Family all the way!

  • Elizabeth

    I’m a little bummed that the industry has to take these ads out in the first place to try and rally the voters. If these awards are bestowed by your peers, do you really want to win because you’ve got a clever ad?

    I mean, isn’t it bad enough that this is the way politics goes in this country now :)

    • Melissa

      I know right? Politics is one thing, but if Hollywood can’t remain pure, we’re all doomed!

    • Remy

      Think of it this way – shows like Dexter ended their seasons nearly a year ago. Without Emmy ads, they’re likely to get lost in the hype of the “breakout shows” of the past year. It’s a necessity to stand out.

  • PityPie

    Wow, more hair jokes. Those aren’t old at all!

  • john

    glee is horrible

  • flicketyflack

    I love Jane Lynch dissing Mr. Schu but the Nolan Gould/Rico Rodriguez one is just precious and I can’t stop laughing about it. The naked cast member bit is funny too but a little more obvious.

    I respect Glee for what it’s trying to do but Modern Family FTW!

  • deedee

    I am so over all the fuss about MF

  • Jalal

    I completely agree with Elisabeth. I wish there was a way to take the campaigning out of the whole equation. It should be about the work, but people like Harvey Weinstein ruin it. They spend so much money on campaigns but when the producer of The Hurt Locker sends out one email he gets banned from the ceremony…

  • Dee

    I’m gonna make like Cam and sob about ‘Sophie’s Choice’ now. Too hard to decide!

  • Juan

    Advertising is a necessary evil. The advertising for award shows should be an extension of the show itself, much like these two have done well. Smart and sarcastic work well with comedies while dramas can be a little more tricky. However, advertising is also about awareness, see the excellent example of Dexter by Remy above, is also very important. In other words, get over it. It has to be done. Just enjoy the cleverness of them.

  • BHM1304

    This is why the Emmys simply suck. It is whoever has the biggest PR firm and most money to burn and has nothing to do with any work done. “Glee” is one of the weakest comedies I’ve seen in years and got 19 nominations, including two people who shouldn’t even qualify as actors because they suck so bad, because heaps and heaps of money were spent on securing nominations. “Gifts” to the nomination committee always guarantees nominations, quality of your show be dammed.

    Kurt Sutter, you had the best show on television last year “SONS OF ANARCHY” and did not get 1 single f-ing Emmy nomination, not even for your wife, Katey, who’s shoe laces January Jones isn’t even fit to tie. Screw the Emmys.

    • lilkunta

      wow tell us how you really feeel.

  • Mindy

    I like the Glee one with Sue comparing Will to a drowned rat. And begging him not to rap. LOL.

    However, Modern Family wins this contest. I LOVE the “Sofia Vergara will run naked down Sunset Blvd” ad, complete with *cast member may change without notice. Terrific!

  • Irwin

    I don’t get the rave oover MF. It’s good, but it’s not nearly as funny as 2-1/2 Men, Seinfeld, …Raymond, etc.

    And Glee is incredible, new, creative, best arrangements (and vocals). The comedy doesn’t always work, but it’s a great experiment, that’ll just get better with a little tweaking.

  • Jethro

    I am still trying to figure out is Glee really and actually a comedy? I understand how it fell into the Comedy/Musical for the Golden Globes which is won, but for the Emmy, to me this show is not a comedy as it is more a variety, which should put it in that category.

    The show is good considering these kids are in their early 20’s trying to play in their mid-teens, overall, the show is better than most comedies on TV. More themed shows should fill the new season, they actually were good especially when the themes revolved around that artist of the hour.

  • Jacob

    Raise of hands: who is getting seriously sick of Glee?

    • Michelle

      *raises hand*

      ME!!!!!!!!

      • Carrie

        Me too. I like the concept, but I bet that it flames out this season. It’s really a shame, because the cast has potential.

  • sgirl

    It’s not really so much about politicking. It’s about the studios supporting the trades & keeping them in business by purchasing ad space. Most of the ads all year are purchased by the very studios and networks the trades are writing about.

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