Before I started this post, I Googled the phrase “guerilla Oscar campaigning,” and the first result was this story about how Mel Gibson vowed to spend no money on his Passion of the Christ Oscar campaign, aside from sending out 8,000 DVD screeners. Oh, how times have changed.

This year, even as the writers strike limits the venues for pre-Oscar awards show appearances and shillery, nominees are making the most of every TV moment, doing stuff that ends up on YouTube, and ensuring that they, their nominations and their movies stay in the public conversation. Here at SpoutBlog, we’re dedicated to handicapping the hype as it happens, so expect us to compare and contrast these media moments semi-regularly (Daily? Probably not. Weekly? Let’s see how it goes.)

First up: Diablo Cody goes looking for Daniel Day-Lewis cred, whilst DDL himself is busy trying to siphon off some of Heath Ledger’s headlines.

EXHIBIT A: DIABLO CODY ON LETTERMAN, 1/22/08

What happened: Her first time on Late Night (she appeared previously in 2006, promoting her stripping memoir Candy Girl), you had the sense Cody had been practicing for this moment her entire life––watch the glee she takes in dropping bon mots such as “I was a naked Margaret Mead!” But on the Juno screenwriter’s triumphant return to David Letterman’s couch, she mainly pumps the Cinderella angle of her ascent from midwestern sex worker to jaded Oscar nominee. “I’m a total asshole now,” she says, in response to Dave’s question as to how moving to Cali has changed her. “I’m a jerk. I’m obviously obscenely wealthy. I’m a total recluse, live in a mansion. I’m like that guy from There Will Be Blood, just kind of hanging out alone, [sums up major piece of violence of final scene of movie in four words].” “Lord!” comes the response from Dave, in a way that makes it seem like he’s either REALLY sensitive about spoilers, or he hasn’t seen the movie and thinks Diablo is taking a joke too far.

In a nutshell: The figurehead of one Best Picture nominee gives away the ending of another Best Picture nominee on national television.

Net effect: Break even. In the realm of internet nerdery, this has probably actually hurt Diablo Cody more than it helps. There Will Be Blood fans are serious about protecting the secrets of that film, and it seems like less of a clever riff than the careless blurt of someone who has given too many interviews and is somewhat desperate for material. As far as Oscar voters go, Dave is pretty much the core demo; he was momentarily taken aback, but quickly recovered to take partial credit for Cody’s career, and you can be sure a segment of the Academy will be equally eager to take part in anointing a new star.

Exhibit B: Daniel Day-Lewis, Heath Ledger’s biggest fan

What happened: Last week, as a live-via-satellite guest on Oprah’s uber-fluffy all-Oscar special the day after the announcement of the nominees, Day-Lewis broke from the host’s softball line of questioning to make a heartfelt statement of grief about Heath Ledger. “It seems somewhat strange to be talking about anything else,” DDL said, avoiding the camera’s gaze. “I didn’t know him, I have a strong impression I would have liked him very much as a man, and I had already marveled at some of his work, and had looked forward so much to seeing the work that he’d do in the future.” Best part: Oprah, caught off guard, can’t wipe the “WTF?” expression off her face before the camera cuts back to her.

Then, at Sunday’s SAG awards, Day-Lewis brought up Ledger again during his acceptance speech for Best Actor. Noting that he finds inspiration and “regeneration” in the work of other actors, DDL went on, “Heath Ledger gave it to me…in Brokeback mountain, he was unique, he was perfect. That scene in the trailer at the end of the film is as moving as anything I’ve ever seen.”

In a nutshell: An Oscar front-runner who may have lost his last chance at a statue due to the impression that he’s inaccessible, overtly eccentric, or just plain nutso, not only conveniently proves that he’s part of the international pop culture dialog just as the Oscar campaign begins in earnest, he also manages to ride the coattails of the biggest celebrity story of the week without coming off as a scumbag.

Net effect: Positive, for now. If DDL leaves it at these two, sincere-seeming speeches, he walks away both humanized and hipper. If he keeps on banging this drum, though, it’ll start to look like an exploitative charade.