The Best Emmy Campaigns Sleepy Hallow
Alberto E. Rodriguez/Getty Images

Hard work deserves recognition. And in showbiz, there is no better recognition than an award. So here are the first Emmy Tubthump Awards, which salute the innovative and/or goofy work of Emmy campaigners — those people who work hard to make sure that you become as obsessed with Emmys as they are.

Keep on Truckin’: “Brooklyn Nine-Nine” had food trucks serving coffee and donuts June 9-13 in L.A. Netflix had the Crazy Eyes food truck in N.Y., June 12-15.

Headless But Not Mindless Award: Fox Broadcasting sent headless horsemen to visit media outlets throughout L.A. to drum up awareness for “Sleepy Hollow.” And it hosted a screening of the show at Hollywood Forever Cemetery.

Topical Thunder Award: Comedy Central promoted “Key & Peele” with the tagline “Vote for us or Donald Sterling wins.”

Trail Blazers: Characters Toni and Candace (Carrie Brownstein, Fred Armisen) from IFC’s “Portlandia” visited L.A.’s the Last Bookstore on June 4 for a faux-serious debate about gender equality with USC professor Jack Halberstam and UCLA’s Juliet Williams. They also participated in a “Portlandia” lounge on a Runyon Canyon hiking trail, serving beverages and showing clips.

Bigger Is Better?: In its mailers, CBS pointed out that “The Good Wife” delivered 22 episodes, while seven other dramas aired only seven to 13 apiece.

Overpopulation Award: Mike Schneider at TV Guide Magazine reported that 86 comedy series and 108 drama series were submitted this year in various categories. Just two years ago, 64 comedies and 87 dramas entered.

It’s Good to Be King Award: HBO earned 99 bids, the 14th consecutive year it has led Emmy nominations.

It’s Good to Be Daring Award: In only its second year of eligibility, Netflix earned 31 nominations.

Topical Thunder, Part 2: In promos for “Family Guy,” Peter Griffin was depicted as Chris Christie planting traffic cones, with the line “Vote for us or it’s time for some traffic problems in Brentwood.”

Party Circuits: 20th Century Fox hosted a wedding reception for Mitch and Cam, the “Modern Family” characters played by Jesse Tyler Ferguson and Eric Stonestreet, and a New Orleans-themed party for “American Horror Story: Coven.”

Best Quote at Variety’s Emmy Studio, 1st place: Billy Bob Thornton: “Am I nervous before a scene? Absolutely. But I’m nervous when I go to Whole Foods.”

Best Quote at Variety’s Emmy Studio, 2nd place: Jordan Peele: “I was walking down the street in New York and a guy in a car pulls up behind me and goes ‘Key!’ So I just keep walking … And halfway down the block I hear ‘Peele…?’ It’s farther away — just enough time to Google and do a process of elimination.”

Categorical Spin: Asked why “Shameless” was submitted as a comedy, exec producer John Wells told Variety that series should be classified as 30-minute or 60-minute, nothing else, because TV shows are like life: “Laughs and tears often go together.”

Early Bird Award: Billboards for NBC Universal shows popped up on the Sunset Strip last March

Sly Touch: AMC showcased “Mad Men” actors in Sterling Cooper style ads: Jon Hamm in sunglasses “Behind every pair of our glasses is a man with winning character … and much more.”)

Sassy Touch: Showtime’s ads for “Shameless” had the words “Outstanding drama series,” with drama scratched out and “comedy” inserted.

Most Apt Category Title: Emmy gives awards to “Best Unstructured Reality Show.” And when you come down to it, what are the Emmys but unstructured reality?

Filed Under:

Want Entertainment News First? Sign up for Variety Alerts and Newsletters!
Post A Comment 0