Zooey Deschanel: ‘Adorkable’ was a calculated ploy made by a marketing team

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True story: I loved New Girl’s first season and I hung in there about half-way through the third season. Then I gave up. The show went off the rails and at this point, I really don’t want to even deal with Zooey Deschanel or her adorkability. “Adorkable” was the branding word used for New Girl and Zooey during the first few years of New Girl. It was twee and grating and most people were over “adorkable” pretty quickly. Turns out, Zooey has been over it for a while too. Zooey’s promoting a new indie film, The Driftless Area, and she sat down with HuffPo to discuss the chains of adorkable.

Word to the wise: Stop referring to Zooey Deschanel as “adorkable.” The term has been used to describe the “New Girl” star ever since the show premiered in 2011, but Deschanel is over the expression. In an interview with The Huffington Post, the 35-year-old actress admits she’s sometimes misinterpreted by the public.

“I don’t always identify, perhaps, with the way that I’m portrayed in certain public contexts. I try to stay away from that sort of thing,” she explained, adding that the word “adorkable” was a successful “New Girl” marketing campaign. “That was something that was calculated, you know what I mean? That was our marketing department at Fox and they did a really good job with our first season, but that’s a word that describes the character that I play, not me. I don’t personally have identification with that word myself.”

“In addition, I don’t really care what people think of me,” she continued. “I know that sounds crazy because you’re supposed to care about what people think of you, I guess, as an actor, but I really don’t. Obviously I’m grateful for all of the opportunities that I’ve had thus far, including ‘New Girl,’ but I don’t think I’ve ever met a person who knows me use that word to describe me, so it’s not of any consequence to me.”

Deschanel tries to focus on what really matters in her career — nabbing roles she’s passionate about and interested in — rather than the characteristics she seemingly presents. “It’s dangerous to start worrying or pandering too much in either direction,” she said of identifying with a certain persona. “Some people get so caught up in one version of themselves and then, that blatant rejection of what people think of them — like the band who doesn’t want to play their No. 1 hit or something — isn’t healthy. It’s also not healthy to over-identify with it either,” Deschanel added. “I’m just kind of neutral — I’m an entertainer, and I do different types of things to entertain people, but ultimately when I make a choice, I’m making that choice to challenge myself and do something that seems like it would be interesting. That’s my philosophy.”

[From HuffPo]

That’s a lot of words to simply say “adorkable isn’t my jam, you guys.” So, do you believe her? Is “adorakable” a ploy made up by marketing teams? Sure, it totally was. But that was Zooey’s vibe for a while too and she played it up. I think what we’re seeing now is just a woman who has matured. Zooey isn’t so twee anymore – she’s happily knocked up and she’s with a more mature dude/partner. She’s even doing something different with those GD bangs. And yes, it does sound like Zooey cares a lot about what people think of her. Just my opinion. People who really don’t give a crap don’t give lengthy diatribes about how they’re not adorkable.

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Photos courtesy of Fame/Flynet, WENN.

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43 Responses to “Zooey Deschanel: ‘Adorkable’ was a calculated ploy made by a marketing team”

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  1. GoodNamesAllTaken says:

    I watched the first season of New Girl, then gave up. I can understand why she wants to shed the adorkable label. She’s 35 and she was dressing and acting like a child. Must get old. But I think she’s being a little disingenuous by claiming it was sort of forced on her – she played it to the hilt.

    • Cankles says:

      Absolutely–in fact, I always sort of got the impression that she was just playing herself (maybe just hammed up a bit) on the show. I, too gave up after season 1…her schtick was cute at first but got grating very quickly. It appears she’s just now realised that.

      • HH says:

        Same here! She most certainly was playing a semi – exaggerated version of herself.

      • AcidRock says:

        Wow, I couldn’t make it past the second episode of “The New Girl”! Something about her is so annoying and grating to watch (not to mention her voice!). Her sister is just as bad on that show “Bones” – total monotone, no emotion in her voice, completely stone-faced at all times, and her habit of rising vocal inflection at the end of every sentence like she’s always asking a question drove me nuts to the point it distracted me from anything else going on.

    • ashley says:

      But if you look at everything that came before New Girl, it’s true that she had a completely different persona – she was the indie, slightly grumpy pessimist in tons of stuff – Elf, Failure to Launch, 500 Days of Summer, etc. So New Girl was kind of new in terms of her roles – but I do agree that she seems to fit the part very naturally.

    • paranormalgirl says:

      One of my close friends is friends with Zooey. She’s nothing like Jess on “New Girl.”

  2. Sarah says:

    She was good in Almost Famous (….that was her, right?) but even the ads for New Girl made me want to punch her. Right in the face.

    • Loulou says:

      I forgot she was in Almost Famous! Her part was pretty small… But still waaay more likeable than the twee cutesy sh*t she does on New Girl.

  3. Amelia says:

    I really enjoyed New Girl until the (spoiler?)
    Jess/Nick thing was introduced. It never felt quite as entertaining after that.
    Side note; she’s 35? I’d never have guessed, she looks amazing!

    • Norman Bates' Mother says:

      That’s true that their relationship and the third season in general was awful but I think that the writers came to their senses and the current season is quite good. For me the “Walk of shame” episode was one of the funniest in the history of this show, right after “Halloween” from season 2. I don’t really understand all the hate towards Zooey and her character. Being twee is far from the most offensive or even the most annoying characteristic.

      • Lindy79 says:

        I agree, this season is much much better, I’m back to laughing although mainly at Schmidt

      • tealily says:

        I don’t even watch the New Girl, but I agree about the hate. She’s always struck me as smart, savvy, and responsible. I really like her and she usually has something good to say. Plus I think she’s gorgeous and has a great presence. The couple of things I’ve seen her in, I’ve found her really likable.

      • paranormalgirl says:

        I LOVED the “Walk of Shame” episode. And the pub crawl one.

    • Lilacflowers says:

      That’s when I gave up too.

    • Brittney B says:

      35 is young! What is it supposed to look like?!

      • Amelia says:

        I just had her pegged for being in her twenties, that’s all! I think it’s the voice – she sounds younger than she really is.
        I’ll have to stream Walk of Shame when I get the chance, I don’t think it’s aired over here in Blighty yet. It’d be nice to start giggling again!

    • wiffie says:

      I would never recognize her in that pink dress pic. Not in a million years. If you had a gun to my head, I’d be dead. Because WHO IS THAT?!

  4. INeedANap says:

    Her entire public persona for the majority of her career — long before The New Girl — was as the adorkable geeky indie princess. The word itself may have come out later, but that is what she projected and marketed.

    And I am happy to hear her move away from twee, if for no other reason than the twee affect makes me want to throw the whole concept into the sun.

  5. Lindy79 says:

    Didnt she take part in an SNL piss take of her
    “Being Quirky with Zooey Deschenel!”

    It sounds more like she’s just fed up with it now but it aint going to go away anytime soon

  6. Zuzu says:

    At least she’s acknowledging it, I guess?? Or maybe realizes we’re all sick of it.

  7. poppy says:

    i’m always glad when a celebrity lets me know right from wrong and that they are doing right the whole time.
    whew! *now sleeps at night knowing her philosophy and how perfect it is*

  8. Kara says:

    its rebranding because she realized people are sick of it.

    if all of the perception of her was only based on vile rumours i could feel bad for her but she help create it and made tons of money from it.generally i have problems feeling symapthy for celebs that signed up for stuff for money and fame and are angry when there are downsides any three year old could point out.

  9. Rhiley says:

    I was pretty much over Zooey Deschanel by the time She & Him came out with a Christmas album. She was great in Elf and 500 Days of Summer, but then it became Zooey overload and what was cute, quickly became annoying. I think that is in part why her marriage to the very talented, lovely Ben Gibbard broke up. He is a really low key, mature guy, who probably wanted a family and kids. But Zooey was the “It Girl” by the time they were married and probably wasn’t ready to settle down. She was attending every event in Hollywood and that didn’t seem like his game. Now that she shot to fame, became mainstream, she is ready for some sort of anchor.

    • Polkasox says:

      Agreed. I love Ben Gibbard & the new album seems to suggest that once her fame took off, she became a giant pain/the world revolved around her. I’ve heard she can be difficult to work with. This interview makes me like her even less.

  10. grabbyhands says:

    I hate to break it to Zoey and her team, but a lot of people were using the word “adorkable” waaay before New Girl became a thing. See Askars 2008.

  11. Cannibell says:

    In her defense about her long explanation of “adorkable,” she *was* being interviewed. I’ve liked her as a person ever since she and Ben Hibbard split, because TMZ got ahold of her financial statement and printed it. I was impressed at how reasonable she was – not a big spender and donates a significant amount of her income to charity.
    http://www.tmz.com/2012/01/04/zooey-deschanel-financial-net-worth-divorce/

  12. Naddie says:

    Good to know, because just one episode of New Girl was enough for me to wanna destroy my TV. And I understand her; even if she’s made real money playing this stereotype, it became dated for her, no one can walk in circles forever. But, I’m probably saying this because I like her.

  13. OSTONE says:

    The new season of new girl is pretty funny. They did struggle season 2-3 but either they changed writers or something happened because even my husband laughs now!

  14. lila fowler says:

    She’s always tried to be the twee indie princess, why even bother to blame some marketing department

  15. amanda says:

    “Just my opinion. People who really don’t give a crap don’t give lengthy diatribes about how they’re not adorkable.”

    My opinion, too. That was the first thing I thought of after reading this: ‘girl, you DO care, clearly. And that is OK, but let’s not kid ourselves’

  16. Anastasia says:

    I’ve loved every season of New Girl. But not just for her; in fact, sometimes she’s my least favorite character. I love Schmidt and the others, too.

    She was a very different character (and blonde!) in Elf–that’s when I first noticed her.

  17. Josefa says:

    Caring about what other people think of you is only natural. We’re social beings, we interact with other people. Why do people treat it like it was a bad thing?

    • Amy says:

      It’s not ‘cool’. I agree, I don’t mind a celebrity reflecting on something and offering a well thought out – if a bit rambly indeed – answer.

  18. kri says:

    The phrase “A Calculated Ploy” was originally attached to the “Hollywood” sign.

  19. shannon says:

    never seen New Girl, but have always appreciated Zooey. It sounds like she’s thinking ahead career-wise and trying to get out of the box that she definitely helped squeeze herself into.

  20. Abby says:

    I really liked new girl for a while, mostly for Schmidt and some scenarios were just so dang funny. My husband loved it too. But sometime after Jess/nick we just quit watching. I think it was one too many times where something happened and I thought “omg. They are in their 30s acting like this!” Maybe if they were 20 something’s or in college it would be more palatable, but I’m 30 and so many things they do and say I can’t relate to. Maybe that’s the difference between new girl and the Mindy project to me. Mindy might say and do off the wall things but it’s within limits of being a professional adult with a real job. She’s shallow and self absorbed but not tweet and people mostly behave in parameters that I can understand. Maybe I’m being judgemental, but the Mindy project replaced new girl for me as far as a comedy. I don’t have a lot of time to watch tv!

  21. VirgiliaCoriolanus says:

    Dudettes (and dudes)….her website is called HELLO GIGGLES. Like seriously? Who names their website that, and DOESN’T like the twee, “adorkable” stuff/image?

    • bbg says:

      Exactly! When I read this, my first thought was: “doesn’t she have an excessively pastel-y, twee website with a really annoying name?”

  22. Abby says:

    That being said, I really like Zooey and I’ll watch her if she is in something else!