Navigating the Double-Edged Sword of Going Viral During Awards Season
Going viral during awards season can be a blessing or a curse, depending on the context. For some, like Karla Sofía Gascón from Emilia Pérez, old social media posts resurfaced, potentially damaging her film’s chances. However, for others, like Timothée Chalamet, the digital landscape has become a playground for reinventing how actors campaign for glory. Chalamet, nominated for Best Actor for his portrayal of Bob Dylan in A Complete Unknown, has flipped the script on traditional Hollywood promotion, turning his Oscar campaign into a wildly entertaining, Gen Z-driven spectacle.
The First Gen Z Oscar Campaign: Chalamet’s Unconventional Approach
Chalamet, born in 1995 and technically a millennial but deeply rooted in internet culture, has embraced the quirks of the digital age. Instead of sticking to the usual somber interviews and red-carpet appearances, he’s transformed his campaign into a personal art project. From dancing videos to kitschy outfits, Chalamet has leaned into the absurdity and randomness of online culture, proving that sometimes, success lies in not taking yourself too seriously. While this approach may not guarantee an Oscar win, it’s undeniably fun to watch.
The Unlikely Charm of College GameDay
One of the earliest signs of Chalamet’s unconventional campaign came when he appeared on ESPN’s College GameDay. Celebrities often join the show to predict football matchups, but Chalamet’s presence was unexpected, especially given his background in art-house films. Dressed in a bright pink puffer jacket, he delivered shockingly informed predictions, even picking the underdog Ohio University to win against Miami of Ohio. His genuine enthusiasm and surprising football knowledge made the appearance endearing and memorable, leaving everyone wondering if this indie star might secretly be a football bro in disguise.
Blurring the Lines Between Promotion and Art
Chalamet’s campaign has been full of moments that feel like performance art. For instance, he created a makeshift music video for Dylan’s Visions of Johanna, lip-syncing on a New York City pier while wearing a Yankees jacket and a $195 sweatshirt from his movie’s hypebeast-inspired merchandise line. In another video, he pretended his iPhone was a harmonica, embodying Dylan’s playful spirit. His Instagram Live on the day of the film’s release was equally bizarre, featuring slow-motion Dylan clips, a guitar smash, and a dance party to the Black Eyed Peas’ I Gotta Feeling. These antics have kept fans and critics alike entertained, even if they don’t always make sense.
Saturday Night Live and the Risk of being Bold
Chalamet’s hosting gig on Saturday Night Live was a bold move, especially since he also took on the role of musical guest despite not being a professional musician. Instead of imitating Dylan, he opted to perform remixed versions of underrated Dylan tracks, blending the legend’s legacy with modern vibes. The risk paid off, earning praise from both Dylan fans and casual viewers. This unconventional approach to promotion not only showcased Chalamet’s creativity but also highlighted his willingness to challenge traditional norms.
Rewriting the Rules of Red Carpet Fashion
Chalamet’s experimentation hasn’t been limited to his performances. He’s also used red carpet events as a canvas for self-expression and humor. At the New York premiere of A Complete Unknown, he showed up in a blond wig and beanie, mimicking one of Dylan’s quirky looks from the Sundance Film Festival. In London, he arrived at the premiere on an e-bike, nodding to Dylan’s infamous decision to “go electric” at Newport Folk Festival in 1965. And in Berlin, he stepped out in an all-pink ensemble, channeling early 2000s boy-band vibes. While some might see this as disrespectful, Chalamet’s playful style feels more like a celebration of individuality and youthful energy.
A Serious SAG Speech and a Glimpse into Chalamet’s Ambition
Amid all the fun and games, Chalamet’s SAG Awards speech reminded everyone of his dedication to his craft. Wearing a bold leather suit and lime-green shirt, he spoke candidly about his pursuit of greatness, name-dropping legends like Daniel Day-Lewis, Marlon Brando, and Viola Davis alongside athletes like Michael Jordan and Michael Phelps. His speech was a stark contrast to his lighthearted online persona, offering a rare glimpse into the mindset of an actor who loves both College GameDay and the Oscars. Whether or not it results in an Oscar win, Chalamet’s campaign has undeniably redefined what it means to be a modern celebrity.
