My friend Ed makes movies: feature films, art-house flicks. He also does commercials. Last December, one of his commercials got lots of attention. I heard about it on national radio and television on at least three different occasions. Why? Because the 'celebrity' comedian in the commercial had been nominated for the 'most annoying celebrity ad of 2010'.
So I called my buddy Ed.
"Ed, what is up with your commercial man?!" I ask impatiently.
"What's the matter David, you don't like it?" he answers. I hear a sly smile cross his face.
"Um...Ed. I don't even get it. What were you trying to do?" I mutter.
"We were doing exactly what our client wanted, Dave. And we did it well too."he says, the smile still in place.
"But I've been hearing some pretty negative stuff out there man." I offer, somewhat meekly.
"Not about us, you haven't. About Arie (the comedian). He's taking the heat. We did our job. And there's no such thing as bad publicity." Ed said, that smile finally leaving his face.
Ed's right, of course. It's not a memorable commercial. But it was being discussed and blogged about. Winning 'awards' and the like.
And then it hit me.
Being extraordinary doesn't necessarily mean being extraordinarily good. It works just as well to be extraordinarily BAD.
"It's so bad, it's good." Ever heard that one?
These days, the only thing that won't work is being average. Being average is deadly. Being average is being non-existent. Irrelevant. Bo - ring!
We must refuse to be average.
We must accept extraordinary as our mission. For now and ever more.
For if we are average, we lose, and the competition wins.
I would like this post to celebrate the extraordinarily bad stuff out there.
I hope you enjoy it.
1. Media Markt's 2010 'Dat is mijn winkel' campaign
2. Rinus de zanger
3. Glenn Beck tapping into his emotional side.
4. The Brady Bunch
5. Sarah Palin, Presidential contender
Please send me your favorite 'so bad they're good' ideas.
Thanks. Now go be extraordinary.