Jeep's Superbowl commercial:
Patricia Irwin wrote:
Did you see the creaky voice Jeep ad? It's a guy doing the voiceover. To me it was really striking, though I wonder if it would just sound normal to younger people.
Tricia mentioned the speaker's gender in reference to last year's discussion of Lake Bell's description of the alleged "Sexy baby vocal virus", which included creaky voice; or the discussion a couple of years earlier about an alleged vocal fry fad among young adult American women.
Here's the first phrase of the Jeep voiceover:
And a waveform plot of the the word many, illustrating the irregularity of glottal pulses:
Zeroing in on the stressed vowel [ɛ]:
But I'm still not convinced that there's a generational change here, gendered or not. There are physiological, situational, and communicative reasons for people of whatever age to exhibit creaky voice and/or vocal fry. The low-pitched and somewhat hoarse voice-over works in this ad — but creak and fry also work, though in a somewhat different way, in this year's Bob Dylan Chrysler commercial — and even more strongly in Clint Eastwood's 2012 "Halftime in America" commercial:
The details of low-range pitch and vocal irregularity are different in each case, and the interpretation is somewhat different as well, but I remain to be convinced that "kids today" are deploying these vocal features at a higher rate or in a different way compared to previous generations — or for that matter compared to older people right now.
I could well be wrong about this, but it would take some evidence to convince me.