Capital One’s spate of ads for the Fall featuring Samuel L. Jackson feature a laid back attitude and quieter tone than the brand has used in some time — see: Baldwin, Alec; Vikings — and particularly compared to last fall’s ads.

About a year ago, Capital One was in hot water, well, at least tepid water, over Jackson’s use of the word “damn” in a Quicksilver ad. A Bank Innovation post on the ad garnered more than a hundred comments, apparently the result of a campaign by One Million Moms.

The new Quicksilver ads this fall are noticeably toned down. One is even called, “No drama” — it’s below. Expect to get a look at these new ads — which strongly emphasize gray, meaning, according to color theorists, refined, wise, and compromising — during the fall football season.