CBS is up to something bizarre with Big Brother 27 and no, we’re not just talking about another twist no one asked for. The network recently dropped two surreal ASMR-style commercials, and fans are scrambling to decode what they mean for the new season. The first ad features Angela and Matt’s explosive BB26 feud, but with all the yelling replaced by creepy whispers. The second gives the same treatment to Rachel Reilly and Ragan Fox’s iconic BB12 screaming match. At first glance, it seems like a random, funny marketing choice but Big Brother doesn’t do random. These ads are absolutely a clue.
So what’s the deal? One strong possibility is that Season 27’s theme revolves around internet culture, specifically influencers and viral trends like ASMR. After last season’s A.I. twist, it wouldn’t be shocking if CBS leaned into the absurdity of online fame, forcing houseguests to create “content” for safety or power. Imagine a TikTok dance challenge for HOH or whispered diary room sessions for bonus points. Julie Chen Moonves introducing BB Influencers would be both ridiculous and totally on-brand.
Another angle? CBS might be hinting at a cast full of confrontational players. By highlighting two of the messiest fights in BB history, the ads could be signalling that this season is doubling down on drama. Recent years have given us relatively tame casts, but if producers are intentionally recruiting big personalities prone to blowups, we could be in for a glorious, unhinged summer. Of course, that also raises the risk of another physical altercation expulsion but hey, at least it wouldn’t be boring.
Then there’s the wild card: What if the BB house itself is designed like an ASMR studio? Picture this: competitions where silence is key, soundproofed rooms for “relaxation,” and late-night whispering wars in the kitchen. It’s weird enough to be plausible after all, this is the show that once turned the house into a summer camp.
One thing’s for sure: These commercials aren’t just random. Whether it’s a full-blown theme, a casting strategy, or just CBS messing with us, Big Brother 27 is shaping up to be another chaotic ride. The season premieres July 10 at 8 PM ET on CBS, and if these ads are any indication, we should probably brace ourselves.
