10 Precise Moments WWE's Best Ever Gimmicks Stopped Working

6. The 'Fiend'

Seth Rollins Bray Wyatt Hell In A Cell
WWE.com

Bray Wyatt's 'Fiend' piqued everyone's interest when the masked nightmare's twisted creativity first popped up in the spring months of 2019. As a split personality who ghosted between children's TV host and Freddy Krueger-esque monster, Bray was in his element. All WWE had to do was uphold their end of the bargain.

They couldn't.

Think of this as a three-part disaster. First, Wyatt's 'Fiend' was booked in a feud with then-top babyface Seth Rollins; that was trouble from the get-go. Bray couldn't lose so early in his run under a new character, and Seth had nothing to gain from fighting someone fans found so fresh and exciting. Then, WWE booked a non-finish inside Hell In A Cell.

Then, WWE gave this supernatural attraction the Universal Title. That all equated to a damning series of miscalculations from the writers, and painted Bray's vibrant gimmick into a corner. Now, he'd have to lose. The company didn't have any choice - he wasn't going to hold the belt forever.

Cue Goldberg, cue mass dissatisfaction, cue demotion down the card.

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Lifelong wrestling, video game, music and sports obsessive who has been writing about his passions since childhood. Jamie started writing for WhatCulture in 2013, and has contributed thousands of articles and YouTube videos since then. He cut his teeth penning published pieces for top UK and European wrestling read Fighting Spirit Magazine (FSM), and also has extensive experience working within the wrestling biz as a manager and commentator for promotions like ICW on WWE Network and WCPW/Defiant since 2010. Further, Jamie also hosted the old Ministry Of Slam podcast, and has interviewed everyone from Steve Austin and Shawn Michaels to Bret Hart and Trish Stratus.