First article in our 5 weeks series on Campaigning for an Oscar!
By Ozzie
With the Oscar nominations being announced yesterday, many production companies will be anxiously waiting to see if their advertising campaigns (commonly known as “For Your Consideration” adverts) have paid off. For the last few months they have spent huge amounts of money for buying advertising space in the trade magazines to gain awareness of their movies among the voting members of the awards shows in the hopes to garner a nominations and later on an actual award. Although many of these campaigns are now advertising to the many award shows around now and spreading to television networks, they initially started with the Oscars.
The adverts began in 1935, when MGM bought advertising space in the Hollywood Reporter for its movie Ah, Wilderness. Its advert featured MGM’s Leo the Lion dressed in white tie and tails and an Oscar statuette with the words “Leo, you’ve given so much. Get ready to receive.” The advert was unsuccessful, the film received no nominations, and no adverts were run until 1940.[1]
RKO placed an advert to remind voters of Ginger Rodgers’ performance in Kitty Foyle. It featured quotes from respected critics who stated in their reviews that Ginger should win an award. It was the first successful campaign as Ginger Rogers’ won the best actress category in the Oscars.[2] Within the next few years the campaigns became more popular. The first advert that used the now famous “For Your Consideration” quote was in 1948 by RKO for six of their movies. It was quite successful with five of the films being nominated for awards.[3]
However, not all adverts were as polite or as tasteful. In 1960, the producers of The Alamo ran a huge campaign that implied that if you didn’t vote for the movie, you were unpatriotic. When complaints about it began they replied in their next advert that,
- “If men seeking the Presidency can be understood and admired for stating frankly and unhibitedly, ‘I want your vote,’ then there is no reason why men and women devoted to the fine art of film entertainment should be less timid in expressing their hopes and aspirations.”
Despite any controversy from the campaign, it garnered six nominations; however it paled in comparison to what happened next. Chill Wills, the only actor nominated for the film, decided that the film campaign was not good enough and he hired his own publicist. Together they placed ads featuring the name of every voting member of the academy with the message “Win, lose or draw, you’re all my cousins and I love you all.” This received backlash but another ad was made stating,
- “We of ‘The Alamo’ cast are praying harder than the real Texans prayed for their lives in the Alamo for Chill Wills to win the Oscar as best supporting actor. Cousin Chill’s acting was great.”
Some publications refused to publish it and the backlash became so bad that the director and star of the film, John Wayne, took out an ad to state his disapproval of it and that it had nothing to do with the film’s production company. Not surprisingly, Chill Wills did not win but the film did win one Oscar for best sound. [4]
This method is generally considered the worst way to advertise one’s self however there have been others that have chosen this method. The majority were unsuccessful, however last year Melissa Leo took out her-own adverts, which although caused uproar amongst the press. She did win best supporting actress for her performance in The Fighter though.[5] Her reasoning was that as she was unable to land magazine covers because of her age, and therefore not receive the press coverage like those who are younger do, she decided to take matters into her own. Perhaps this was because the adverts were tasteful compared to those of the past.[6]
Not all adverts are taken out to try and gain a nomination. Some are taken out to point out why a film should not win or be nominated. The most recent example of this is an advert by the actress Kim Novak just recently. In it she stated that the music score used in Alfred Hitchcock’s Vertigo (in which she starred in) had been re used in the film The Artist.[7]
Of course “For your consideration” adverts are not the only way to campaign in award season. Parties are thrown and interviews with the stars can help sway the vote. Novelty items (as well as glossy books, pamphlets and even scripts) can also be made and sent out. For example this year’s film The Descendent, a ukulele was sent out to voters! Also as technology advanced, copies of the films were posted to members. Adverts now feature in online trade websites and Facebook. Some production companies set up “For Your Consideration” websites![8]
This year however, the Academy has tighten its rules for campaigns to ensure those production companies without the money to spend on massive advertisement have a fair chance at nominations. For example after nominations, anyone employed with a nominated film may not do more than two screenings with question and answer panels afterward. No food or drinks are allowed at these events either. Mailing promotions must be reduced as much as possible and it is preferred now to email them. Websites are only allowed to use the same basic promotion that is found in the mailings and no quotes from academy members are allowed (for more information click here ). We’ll have to wait till the 26th of February to see if the rules will have made the playing field more level.[9]
[7] http://www.vanityfair.com/online/oscars/2012/01/First-Academy-Award-Season-Rape-Reported-by-Kim-Novak
[8] http://www.vanityfair.com/online/oscars/2012/01/For-Your-Consideration-Wading-Through-This-Years-Academy-Awards-Campaign#slide=1
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Wow! So informative, Ozzie. Thank you! I never knew the history of marketing for awards.
I don’t remember the specifics, so would you mind filling me in on how Melissa Leo campaigned for the award. Shoot maybe it’s already been answered in another post. I can’t remember. 😦
Thank you LB!
I’ve only had a quick glance at this but it seems to go through each of the specific points that caused up roar as it is by a friend who is defending her. http://scottfeinberg.com/indefenseofmyfriendmelissaleo
If you scroll down on this site, you’ll see her ads and can enlarge them. http://www.awardsdaily.com/FYC/gallery/2010-11/film.php?key=Fighter
I have replied to you LB. I have two links in it and it’s awaiting moderation! 🙂
I’m on it. Oz!
Thank you very much OB!
I agree. I love how informative this article is. Great job Ozzie.
Thank you CR! 🙂
I love this. Ideally, it would be nice to think that Oscar noms and winnings were purely based on talent, but sadly it is not. I remember being dumbfounded that “Saving Private Ryan” lost to “Shakespeare In Love.” O.o The hubby and I were speechless when we left watching SPR. An amazingly powerful movie.
So agree!!!!
Yes, I came across something about Shakespeare in love winning over Saving Private Ryan when I was research this but I can’t remember where I saw it. I’ll try and find it!
This may take alot longer than I thought, as it is not were I thought I saw it. I’ll come back to it.:)
Hi Everyone-
Ozzie! Great article. I was quite surprised Shame and Michael Fassbender was passed over. Given the film got an NC-17 rating I have some theories as to why. Add to that the same studio that produced The Decendents also bought and distributed Shame. Hmm! That’s one way to take out the competition. Is anyone surprised by the Oscar nominations this year?
Thank you OB!
I was quite surprised (and a little angry as what I thought this would get nominated too and I don’t have a good enough poker face to lie!) Shame wasn’t nominated. Again I’m sure I came across some talk about the studio buying Shame and therefore cutting the competition but I can’t remember where I saw it.
I’m surprised by Kim Novak’s advert. So she claimed The Artist should not be nominated because of the score? Come on!
I was surprised too but mine was over that she went to the extent she did! That just does not happen here! That’s not good sportmanship or the proper decorum, lol!
I did have a massive post explaining how to do it successfully over here but I somehow managed to loose it all! Very frustrating!
So here is the full list of Oscar Nominations for 2012.
Best picture
“War Horse”
“The Artist”
“Midnight in Paris”
“Moneyball”
“The Descendants”
“The Tree of Life”
“The Help”
“Hugo”
“Extremely Loud & Incredibly Close”
Best actress
Glenn Close, “Albert Nobbs”
Viola Davis, “The Help”
Rooney Mara, “Girl With the Dragon Tattoo”
Meryl Streep, “The Iron Lady”
Michelle Williams, “My Week With Marilyn”
Best actor
Demian Bichir, “A Better Life”
George Clooney, “The Descendants”
Jean Dujardin, “The Artist”
Gary Oldman, “Tinker, Tailor, Soldier, Spy”
Brad Pitt, “Moneyball”
Best supporting actress
Berenice Bejo, “The Artist”
Jessica Chastain, “The Help”
Melissa McCarthy, “Bridesmaids”
Janet McTeer, “Albert Nobbs”
Octavia Spencer, “The Help”
Best supporting actor
Kenneth Branagh, “My Week With Marilyn”
Jonah Hill, “Moneyball”
Christopher Plummer, “Beginners”
Nick Nolte, “Warrior”
Max von Sydow, “Extremely Loud & Incredibly Close”
Best director
Michel Hazanavicius, “The Artist”
Alexander Payne, “The Descendants”
Martin Scorsese, “Hugo”
Terrence Malick, “Tree of Life”
Woody Allen, “Midnight in Paris”
Best original screenplay
“The Artist”
“Bridesmaids”
“Margin Call”
“Midnight in Paris”
“A Separation”
Best adapted screenplay
“The Descendants”
“Hugo”
“The Ides of March”
“Moneyball”
“Tinker, Tailor, Soldier, Spy”
Best foreign language film
“Bullhead”
“Footnote”
“In Darkness”
“Monsieur Lazhar”
“A Separation”
Best animated feature
“A Cat in Paris”
“Chico & Rita”
“Kung Fu Panda 2”
“Puss in Boots”
“Rango”
Best animated short film
“Dimanche/Sunday”
“The Fantastic Flying Books of Mr. Morris Lessmore”
“La Luna”
“A Morning Stroll”
“Wild Life”
Best live action short film
“Pentecost”
“Raju”
“The Shore”
“Time Freak”
“Tuba Atlantic”
Best art direction
“The Artist”
“Harry Potter and the Deathly Hallows Part 2”
“Hugo”
“Midnight in Paris”
“War Horse”
Best cinematography
“The Artist”
“The Girl With the Dragon Tattoo”
“Hugo”
“The Tree of Life”
“War Horse”
Best costumes
“Anonymous”
“The Artist”
“Hugo”
“Jane Eyre”
“W.E.”
Best documentary feature
“Hell and Back Again”
“If a Tree Falls: A Story of the Earth Libration Front”
“Paradise Lost 3: Purgatory”
“Pina”
“Undefeated”
Documentary short subject
“The Barber of Birmingham: Foot Soldier of the Civil Rights Movement”
“God is the Bigger Elvis”
“Incident in New Baghdad”
“Saving Face”
“The Tsunami and the Cherry Blossom”
Film editing
“The Artist”
“The Descendants”
“The Girl With the Dragon Tattoo”
“Hugo”
“Moneyball”
Make-up
“Albert Nobbs”
“Harry Potter and the Deathly Hallows Part 2”
“The Iron Lady”
Original score
“The Adventures of TinTin”
“The Artist”
“Hugo”
“Tinker, Tailor, Soldier, Spy:
“War Horse”
Original song
“Man or Muppet”
“Real in Rio”
Sound editing
“Drive”
“The Girl with the Dragon Tattoo”
“Hugo”
“Transformers: Dark of the Moon”
“War Horse”
Visual effects
“Harry Potter and the Deathly Hallows Part 2”
“Hugo”
“Real Steel”
“Rise of the Planet of the Apes”
“Transformers: Dark of the Moon”
“Man or Muppet” ALL the way and I don’t know if ToL should get best pictures, but I was very impressed with every aspect of that film. Completely different than anything I had ever seen in every aspect.
Hi LB-
I still have not seen TOL. I’ve heard great things though.
TOL is “Tree of Life” Sorry!
I don’t think you will be disappointed OB. 🙂 Hardly any dialogue but honestly, I think it would have ruined the structure of the film and the story being told. You were in the character’s thoughts which was so unique, imo.
LB-
Are u shocked that TTSS got a best adapted screenplay nomination?
U know I did go see the film. I actually liked some aspects of it. I like the texture and weightiness of it. Does that make sense?
TTSS is “Tinker, Tailor, Soldier, Spy”
YES! Holy crap I about died from boredom. I didn’t think that was humanly possible! hahahahahahaha!!!! I agree with why you like the aspects. However it’s the boring dialogue and slow pace that kept my thoughts wandering…
Just about? I did die from boredom.
AHAHAHAHAHAHAHAHAHAH!!!! You get major, MAJOR internet points! I’m glad it didn’t kill you off completely. 🙂
If I wasn’t reading it for the book club and wanted to understand what was happening, I probably would have left…like 4 other people did.
Oh in terms of my murder, it was successful. I’m here because someone recessitated me to get me out of the theatre.
AHAHAHAHAHAHAHAHA!!!!
Well I liked the soundtrack.
Yes, but that was about it. No, i did like the costumes. I thought they fitted the story and “era” perfectly.
Yes! That’s what I was talking about in terms of the texture and feel of the Art Direction. I thought they nailed that part. It’s too bad the films pacing was so slow. I really like the ending it seems to pick up speed.
Great replies, CR! I’m having a much needed laugh here! 🙂
Here u go LB-
Oh I love you so…my b-day is coming up…believe me when I say my husband is getting a birthday list. 😉
Here u go LB- It comes out March 20th I believe.
You have seriously made my day. It could hail the size of golfballs, with a tornado passing through, and I would be happy. Mahna Mahna…You know…I think The Muppets could be successful again on TV…Our family would watch it. I think lots of us and our families would…
Mahna Mahna…LOL!!
I’m going to be singing this in my sleep.
Riiiiiiight!!!!!??? 🙂
So here’s Kim Novak’s emotional interview over The Artist winning for best orig. score. Eye’s glaze over……
http://www.bbc.co.uk/news/entertainment-arts-16518698
She seemed really dismayed by th use of the music.
It’s pretty easy to forget how much artists from past time periods are unfamiliar with contemporary ideas and trends pertaining to originality.
What do u mean CR? Can u elaborate?
Sorry, what I meant is today we tend to supremely repect and appreciate originality, but people seem to also have a more reallistic expectation about it also.
In Novac’s heyday originality seemed to be considered more important than anything.
This would explain her disdain for hearing the Vertigo music used again even though most recognize it’s previous origin.
Oh! I gotcha. We are living in the world of cheap knock-offs and remixes. Originality is a foreign entity..
Outside of HW’s greed, do you think society has just become lazy? Therefore originality is one of those rare characteristics?
Yes! Lazy because of over indulgence. Over consumption weighs people down and therefore makes them lazy. IMO!!
Does that mean you agree with her?
Thanks for posting that OB! I stuck to written interviews so I had never really hear it come from her mouth.
No problem Oz!
hi everyone.
Hi CR!
Hi OB.
Hi you two! 🙂
It’s sad that awards have become as political as presidential elections.
What do u think about Kim Novaks advert? Do u think she was put up to it by the competition?
yes.
While we wait for Ozzie, I’d like to know what each of your predictions are for this year’s Oscars. 🙂
Good Q LB!
Well I think The Artist will do well. I think this is why Kim Novak came out to sway votes.
However, I think things are leaning toward Clooney, Woody Allen and it’s a toss up. in the best actress categorie. I think Michelle Williams or Glen Close might take it.
I think The Artist will win the most awards. I think it’s a very tough race so I couldn’t specifically say who will win in each category.
Hello all!
I’d like to give an advance apology for tonight! I’ve had about 5-6 hours of sleep in the past 48-72 hours (it’s been so long I lost count!), I have a migraine and I’m currently trying to sort out a personal problem. So my spelling will probably be awfull, I’ll probably forget something important and I’ll be very slow at replying. I’m sorry for not being on top form tonight. However, I’ll probably be up all night trying to fix the mess that’s going on here and therefore I will slowly reply to everyone by time tonight is over! Hopefully! 🙂
Hi Ozzie!
No problem…U know we all can discuss among oueselves until u get caught up. Take your time!!
Absolutely no worries Ozzie. I commend you on your amazing efforts. I’ll give you an easy question to start: what did you find the most interesting in your research?
Hi Ozzie!
I had a bunch of questions, If you don’t mind I’m going to start listing them….
Thank you everyone! It is very much appreciated! 🙂
OB: Do what ever you think is best for the discussion! Feel free to post questions and discuss it. I’ll eventually get caught up!
LB: The most interesting thing I found out while researching is how long it has been going on for. I assumed it was a farely recent thing!
CR: Of course, go right ahead! 🙂
Ozzie,
In past years, because being nominated for an Oscar seemed to provoke divorces and other relationship mishaps in the lives of nominated actresses many started to claim the Oscars had its own curse.
In your own opinion Ozzie, could you define the benefit of winning this award?
This is a reminder…
Well, I read somewhere that your salary dramatically rises so I guess that’s good for the divorce bills! Seriously though, apart from the wage increase, theres the publicity increase which of course increases the job offers. Those job offers will also be for better roles than what you were getting before. Then I guess it depends on the person and how they view the award. The prestiege of winning the ultimate award, of being part of a select group can be a very big appeal for some.
You know I never thought of divorce bills being a motivator for an academy award, but true to form I knew you would say something original.
I know a very drap question, but such a big award demands some clarity it regard to it’s value. I’m sure a lot of reality show kings and queens would think the attention alone meritted the award. Yet not too long ago many film artists used the show as a podium to notify audiences about issues that frequently were not publicized in the news. Thanks for the thoughtful consideration.
drap = drab
Ozzie,
If we take the Melissa Leo’s self-promotion and success seriously then do A-listers have any excuse for not promote themselves for a Oscar?
really sorry
…for not promoting themselves for an Oscar?
Difficult question! I guess it depends on the circumstances of the actor. If they feel that the production company aren’t doing a good job and they really want it then yes they should promote themselves. What I think should be questionable is how the actor choses to promote themselves. Melissa Leo’s ad campaign in my view very tastefull. I’ll give her a round of applause for taking the inititive and and creating something classy.
One of the sad things you mentioned in your article was she felt she had to do that ad to warrant the attention given the nature or her role and her age.
Neither one is a youngster, yet I wondered whether Tom Cruise or Sandra Bullock wood need to work as hard to get their work considered. Like Leonardo Dicaprio, I don’t think Cruise has gotten best actor nod yet. So now I’m thinking he better put out at least the same effort for himself the next time an opportunity presents itself.
I can’t say it enough great article.
Ozzie,
Maybe out of right field….There was some that believed there should be an Oscar category for animals. Actor Ralph Fiennes said this category should not exist.
Ozzie have Oscar ads ever been used to lobby for Academy award additions, modifications or changes to the ceremony?
Yes! Hollywood likes their animals but come on! Dogs/Cats nominated in the same category as an actor? I can see it now! The Oscar goes to Bambi for his portrayal as road kill….This is so stupid they just might do it.
HAHAHAHAHAHAHAHAHAHAHAHA!!!!!
Sorry the real question was at the end. I was just giving an example to lend context; which you approiately skewered.
I will take my much deserved bow now….My work is done here!!!
Oh that was good OB! I’m glad I wasn’t taking a sip of something when I read it because it would of ended up all over the screen, lol!
I’m not sure about modifications to the awards but definately for their political agenda!
Thanks Ozzie, I was wondering whether print ads are the way tinsle towners make themselves heard pertaining to the event. In terms of primary benefit regardless of the huge audience, I imagine those who can get to the podium also have the benefit of surprise on their side.
While you’re waiting, I found this site very interesting. It has all the “For your consideration” ad since 1991.
http://www.awardsdaily.com/FYC/gallery/
That page listing is incredible.
ITA CR!!
Great site Oz!!
Cheers! It had me captivated for hours so I had to share the wonder, lol!
Just remembered the “For your consideration” websites. I could list links to every studio that has them but that is alot of website OB has to go through and ok, so I’ll be kind and post this http://www.awardscircuit.com/2011/10/21/studio-fyc-sites/#more-5628 which has all this year’s links there! 🙂
Wow Ozzie! That is a great link for ads! you win the Best Research Award!!
What are your predictions for the Oscars?
OB,
LB asked for our predictions for the show. Since you haven’t said anything, I figured I would ask you something possibly easier. Who do you think is likely to be successful in this short list of categories? The nominations are below
No problem. I answered u below.
Costume Design Guild Nominations
Excellence in Period Film:
“The Artist” (Mark Bridges)
“Jane Eyre” (Michael O’Connor)
“The Help” (Sharen Davis)
“Hugo” (Sandy Powell)
“W.E.” (Arianne Phillips)
Excellence in Fantasy Film:
“Harry Potter and the Deathly Hallows: Part 2″ (Jany Temime)
“Pirates of the Caribbean: On Stranger Tides” (Penny Rose)
“Red Riding Hood” (Cindy Evans)
“Thor” (Alexandra Byrne)
“X-Men: First Class” (Sammy Sheldon)
Excellence in Contemporary Film:
“Bridesmaids” (Leesa Evans & Christine Wada)
“The Descendants (Wendy Chuck)
“Drive” (Erin Benach)
“The Girl with the Dragon Tattoo” (Trish Summerville)
“Melancholia” (Manon Rasmussen)Comment and discuss.
Hmm! This will take me some time to think about.
Excellence in Contemporary Film? The Girl with the Dragon Tattoo (of course) it showed a transition very well.
Excellence in Fantasy? Toss up between HP and Pirates.
Excellence in Period Film- Toss up between The Artist & W.E.
Hi Everyone!
Sorry I’m late. Ozzie, great article!
Hi Paris…
Nice to see u!
Hi OB!
Hola paris!
hi LB!
Ozzie,
Why can’t anyone working on a nominated film do more than two q ana sessions and why is no food or drink allowed? (someone will have to change that rule.)
Great Q. Paris..
I guess they starve everyone to make sure they attend The Governors Ball.
I forgot about the Ball. Snacks will have to be allowed. I’d starve to death. LOL
I think they give snacks if u are a presenter or nominee. They let everyone else starve..LOL!!
Goal for my life: Be a presenter or nominee at the Oscars so i can ward of starvation. (preferably both presenter and nominee so my snacks get doubled.) LOL
LOL!!! This is a classic response. Love it!!
I got nothin!!
I will have my “go” bag ready. 🙂
Amazing responses!
The panel rule I think is to give smaller movies a chance to speak up instead of the bigger studios shouting over the top of them and taking away the attention.”Your pitch is over, next pitch!” kind of thing.
I assume the alcohol and the food rule is so that no one makes any druken deals or get into situations where they can be black mailed. “What about the non drinkers and how does the food come into it?” I hear you say? Two words. Sugar rush! It’s just as deadly. You get a sugar high when eat it and a few hours later and you’ve had one too many the result still the same. You on the floor next to the toilet, crying because you ate too much (regret) and you feel like your about to be sick (hangover)! Plus if you were given a free meal what would you eat? Chips, dips and beer or the finest foods made by world class chef and the best alcohol you can get you hands on?
The Governer’s Ball, isn’t that after the award show? If so, it over! Time to celebrate or commiserate with a massive feast to binge on!
This is excellent OZ!!
If I may add. Since everyone starve themselves a week prior to the thing. The likely hood of binging on food and drink might cause everyone to puke on stage while presenting or accepting an award. However, if u have your wits about u. I vote for snacks and moderate eating and drinking so u don’t wait for the GB to let loose and get sloshed. Then wake up the next day having signed a contract to star in “Warm Bodies.”
If Rooney Mara doesn’t win i will throw the hugest tizzy fit.
I thought she was amaaaaazing! However, I doubt she will win.
I know! I did snicker at the one scene when she asked daniel craig if she could kill the other guy. “May I kill him?” Like she had to ask permission. LOL
I love, love that scene. lol
of course i was kinda mad. I thought it was to long. They could have brought Lisbeth and the researcher together sooner.
Soo true. That dragged on much more than it needed to. I mean the suspense was already at it’s climax.
I think Fincher does such an amazing job with opening credits. I love that about him.
I thought the film was well done and i liked how everything tied together at the end but it was to long, IMO. Showing her world and his. I kept asking my brother when the two stories were going to come together.
Did u read the books? I think he did a good job of incorporating the back story of Lisbeth into the present. I actually loved that and thought in the aspect it was much better done than the Swedish version. IMO!!
Did u see the sequels of the Swedish version?
I haven’t read the books or seen the sequels but my brother read the first one and he said the film did a good job of explaining everything. If you can TBH trilogy out of my hands you’re doing good. LOL
Me too. I’m addicted. I have started a few new books but always return to that one. Go figure!!
I can’t wait to get TT….*sigh*
I love the Swedish adaptations, so I am jealous that you’ve seen this adaption and I will most likely have to wait for the DVD to be released! *sobs*
So the “For your consideration” website is for adverts for film that would like to be nominated? I notice Summit has two. 50/50 (which was a good film) and a beautiful life.
50/50 was actually a really good film. I have not seen the other.
I enjoyed 50/50. I thought it would be more comedic seeing as Seth Rogan is more of a comedian, IMO I teared up near the end but its not oscar worthy.
ITA!!
I think they have all the films that they wanted nominated up, then when nominations are announced they only keep the nominated ones up.
That makes sense….Thanks Oz!
Hi Paris.
Gotta go everyone see you later.
bye CR!
Bye CR! Great Q’s and discussion.
Everyone,
I need to go for the night but I always enjoy your company. (we should do this again next week.) 🙂
Bye! Paris..
Take Care!!
Everyone-
I’m heading out as well. Ozzie great article. Love all the sites u shared as well.
Goodnight!
Thanks for coming everyone and thank you for your patience too! It is very much apreciated! 🙂
I figured this was the best place to post this. I love the advertising “The Artist” has used. I saw Jean Dujardin on Jimmy Fallon (making a cameo) and then he cameo-ed again BIG time (totally loved it) last night on SNL! Now that’s how to do it, IMO. Make it fun but not so in your face and serious.