The return of Boy Howdy

CREEM’s infamous Boy Howdy! mascot returns in cartoon fever dream led by indie shop fable.works

Legendary magazine CREEM has reemerged this year as “CREEM Entertainment,” resurrecting the Detroit-born voice of rock ‘n’ roll made famous by legendary writers like Lester Bangs, Patti Smith, Cameron Crowe, Jaan Uhelszki, Dave Marsh, Lisa Robinson, and more. And with it, the return of their iconic rock mascot (drawn by R. Crumb), Boy Howdy!, who debuted on the second issue of CREEM in 1969 and graced the pages of almost every issue for 20 years.

Leading the brand launch creative is rising indie agency fable.works, who won the business after a pitch earlier this year. Dubbed “CREEM is Risen,” the 360 campaign is a balls-to-the-wall joyride capped by a fever dream-like cartoon following Boy Howdy!’s return from the clutches of death 33 years ago, aboard a headless bat, then a heaven-bound rocket ride on Lester Bangs himself.

Created in partnership with animation studio LOBO, original music and SFX by Human Worldwide, and title/editorial help from Uppercut Edit, the animation is more entertainment than ad, laden with bread crumbs that’ll keep fans watching and rewatching to test their rock ‘n’ roll chops.