Charlie Sheen in happier times while filming on the set of "Two And A Half Men"
There was always a pretty good chance that Charlie Sheen, if he made it through last year's haze alive, would eventually make a return to reputable advertising—meaning not just borderline-incoherent sponsored tweets. And sure enough, here he is in new commercials for DirecTV and Fiat. Both are actually pretty damn good. Of course, to be credible whatsoever, both spots had to make fun of Sheen.
Charlie Sheen in a Turkish bath scene for a DirecTV television commercial (Click Image To Enlarge)
The DirecTV spot, from Grey in New York, does the best job of this—suggesting that a personal encounter with Sheen only happens at the end of a long slide into degradation (set in motion by the frustration of having regular cable TV). The twist ending is nice, too—instead of doing blow off some model's backside, the protagonist and Sheen wind up play-acting Platoon like a couple of schoolboys.
The Fiat spot, by Doner in Detroit, is a little more obvious—as Charlie squeals and spins in his Fiat Abarth around his own mansion. Later, as he stands next to Romanian model Catrinel Menghia (who starred in Fiat's Super Bowl spot by The Richards Group), Sheen blurts out: "I love being under house arrest!" The ad, which had a shot at airing on the Super Bowl but reportedly wasn't finished in time, would be better if Sheen had ever actually been under house arrest. (He hasn't been.) Still, not a bad comeback for a guy who, by any objective measure, should probably be dead.
The FIAT 500 Abarth television commercial featuring Charlie Sheen
COMMENTARY: I've been wanting to create a follow-up to my previous posts about Charlie Sheen, so when I discovered that Charlie had appeared in two television commercials and was on the comeback trail with a new role in a television series, I thought this was a great time to do this.
Charlie has changed a lot since he was fired from "Two and a Half Men." He now has nearly 6.8 million fans on Twitter, happy with one goddess instead of two, patched up relationship with ex-wife Denise Richards, playing the daddy role again, is more even-keeled and less off-the-wall, so I thought it would be interesting to retrace what went wrong, what has gone right, and how the comeback all started.
How Social Media Resurrected Charlie Sheen's Career
Following his expulsion from the incredibly popular Two and a Half Men, Sheen began his uphill quest to resurrect his personal brand by capitalizing on his popularity and large TV fan base. At the time, a lot of people didn't realize it, but social media played a pivotal role in his incredible comeback.
In my opinion, Sheen's comeback began in March 1, 2011 when Charlie opened a Twitter account (@charliesheen), and without posting a single Tweet, had over 60,000 followers within an hour. In two blog posts dated March 5, 2011 and March 5, 2011, I commented on how quickly Charlie had amassed 1.8 million followers in a matter of only about five days. That's when I joined in and became a Charlie Sheen follower. According to Twitter, Sheen set a new record, becoming the first user to amass 1 million users than anyone else. Charlie definitely took advantage of his new found noterioty and regularly Tweeted to his follower's on Twitter. Today, @charliesheen has nearly 6.8 million Twitter followers and counting.
Charlie's "Violent Torpedo of Truth Defeat Is Not An Option" Road Show
To engage and get closer to his fans, Sheen did a live stream from his house on March 4, 2011. He called it Charlie's Korner and proclaimed,
"You're either in Charlie's Korner or you are a troll."
I was unable to tune into Charlie's Korner live streams, but here the one that took place on March 8, 2011 with Charlie ranting insults at Chuck Lorre, the producer of "Two And A Half Men":
Intense shit, isn't it? #Warlock is #winning?
Charlie promised more live streams, but he needed money because the $2 million payment he earned per episode for "Two And A Half Men" had ended when he was fired, so he quickly ended the live streams, and announced that he would do a paid multi-city Charlie Sheen Live roadshow produced and promoted by Live Nation titled, "Violent Torpedo of Truth Defeat Is Not An Option."
Tickets for the first show in Detroit scheduled for April 2, 2011 quickly sold-out, but the show bombed, with angry fans booing and heckling the former Two and a Half Men star, demanding their money back, but the unapologetic actor was uninterested, telling one member of the crowd
"I've already got your money, dude."
Charlie Sheen and his "goddesses," his two girlfriends were roundly booed and heckled by the Detroit audience, but Charlie seemed disintered (Click Image To Enlarge)
Sheen didn't help his cause any by saying during the show:
"Let me tell you a story about crack."
Charlie figured Detroit was a good place to try this joke, but it backfired. He had also promised a personal appearance by rapper Snoop Dog, but this did not happen, and this pissed off a lot of people.
The capacity crowd at the 5,100-seat Fox Theatre in Detroit rebelled before he left the stage, chanting ‘refund!’ and walking out in droves. After the Detroit show concluded, the crowds gathered outside of the theater demonstrated their displeasure with the show.
The crowds booed and checkled throughout the Charlie's Detroit live show. (Click Image To Enlarge)
Linda Fugate, 47, of the Detroit suburb of Lincoln Park, who paid $150 for two seats, walked outside and up the block yelling,
"I want my money back!" I was hoping for something. I didn't think it would be this bad."
Charlie Sheen fans gathered in front of the Detroit's Fox Theater before the 8:00 p.m. show (Click Image To Enlarge)
Fans who gathered outside the theatre before the doors opened the day of the show — some who had to fly in for the show — said they were hoping to see the increasingly eccentric actor deliver some of the colourful rants that have made him an internet star since his ugly falling out with CBS and the producers of Two and a Half Men.
They got the ranting. It just wasn't very funny.
Rodney Gagnon, 34 of Windsor, Ontario said.
"I expected him to at least entertain a little bit. It was just a bunch of ranting."
Many show biz critics predicted Charlie's live roadshows were doomed, but Charlie quickly hired better management who then proceeded to change the show format. Sheen promised to give fans "the real story."
In the new roadshow format, Charlie surrounded himself with "a cast of characters" and played off them—comedians, actors, random people in his life. There would be no strippers. Charlie wanted the shows to be fun for all his fans, especially women, who makeup the bulk of his fans.
Sheens fans are so forgiving and quickly got over the Detroit disappointment. Charlie was able to successfully conclude his 20-city live tour, and in the process by some estimates grossed an estimated $7 million from ticket sales and sales of branded merchandise like T-shirts, hats and mugs emblazoned with his name and famous catch phrases like "Winning", "Duh, Winning", "Tiger Blood", "Warlock" and "Goddess.
Charlie Sheen The Brand
In a blog post dated August 8, 2011, I formally declared Charlie Sheen a legitimate brand. At that time Sheen had consumated or was working on deals for a Charlie Sheen comic book, a Tiger Blood energy drink, a branded merchandise deal with Live Nation, a sponsorship deal with Ad.ly, a company that matches people on Twitter with businesses looking to spread the word out about their products, and had signed a contract to do Anger Management, a first-run syndication television series scheduled for airing in 2012.
Ashton Kutcher Replaces Charlie On "Two And A Half Men"
On May 13, 2011, CBS and Warner Bros, issued a statement that actor Ashton Kutcher had agreed to a one-year deal to replace Charlie Shee n on "Two And A Half Men."
2.5 Men producer Chuck Lorre (left), Ashton Kutcher (center) and co-star Jon Cryer (right) at a press conference for the new "Two and a Half Men" (Click Image To Enlarge)
2.5 Men had been in a state of limbo following the firing of Charlie Sheen in March 2011. Production on the ninth season of "Two and a Half Men," the No 1 TV comedy series on CBS, was to begin during the summer for broadcast in the fall.
In case you missed it, here are some clips from Season 9, Episode 1 of the new "Two And A Half Men" starring Ashton Kutcher:
Click Image To View Video
Kutcher said in a statement released by the network and the studio.
"I can't wait to get to work with this ridiculously talented 2.5 team and I believe we can fill the stage with laughter that will echo in viewers' homes. I can't replace Charlie Sheen but I'm going to work my ass off to entertain the hell out of people!"
Chuck Lorre, creator and executive producer of "Two and a Half Men," said in the statement.
"We are so lucky to have someone as talented, joyful and just plain remarkable as Ashton joining our family. Added to that is the deep sigh of relief knowing that our family stays together. If I was any happier, it'd be illegal."
Sheen responded to the news about Ashton taking his spot on 2.5 Men by saying some what bitterly in a statement.
"Kutcher is a sweetheart and a brilliant comedic performer ... Oh wait, so am I! Enjoy planet Chuck, Ashton. There is no air, laughter, loyalty, or love there."
BTW, Sheen's comment about Chuck referred to Chuck Lorre, and served as a waring to Ashton. Charlie's feud with Lorre is not over.
For the record, Charlie Sheen has apologized for the above comment by Tweeting to Ashton on February 21, 2012:
"Dear Ashton-
My bad.
I was disrespectful to a man doing his best.
I got excited and threw you into a crossfire.
The rest of my statement I stand behind.
You, however, deserve better.
Safety in your travels good sir.
- The "late" Charlie Harper"
On January 11, 2012, at a press conference following the successful first season of the new "Two and a Half Men" series, Kutcher told reporters he's having "a lot of fun" doing the show, where he replaced former star Charlie Sheen, and said he'd like to come back next year -- "if we can work that out."
Kutcher said.
"The deal that we structured for the show was kind of a test. The show is outperforming the numbers from before I was here, and so I think that people are responding to it." He added that he's already lined up a couple of feature films to shoot during the summer -- a none-too-subtle way of reminding network bosses that he has other career options."
Because he signed only a one-year deal, CBS and Warner Bros. might have to throw open the bank-vault doors to get the star to return. And given "Men's" higher-than-expected ratings this season, it's likely they'll do so. Good luck to Ashton!!
Charlie Signs Deal To Star in "Anger Management"
On July 18, 2011, after numerous rumors, AdWeek reported that Charlie Sheen had signed a deal for a first-run syndication to star in Anger Management. Produced by Lionsgate and distributed by Debmar-Mercury (home of talker The Wendy Williams Show, game show Family Feud, and comedies Tyler Perry’s House of Payne and Meet the Browns), Anger Management is loosely based on the 2003 theatrical of the same name with Jack Nicholson and Adam Sandler. Sheen, who will have a significant ownership stake in the project, is expected to inherit the role of the out-of-his-mind therapist played by Jack Nicholson.
As a first-run sitcom, Anger Management was produced directly for syndication, with the hope that some broadcast or cable network might pick it up. On February 28, 2011, Entertainment Weekly reported that Fox cut a deal with the producers of Anger Management, and has committed to air ten episodes for broadcast beginning June 28, 2012. The show will be part of the network's new comedy lineup.
Sheen’s Anger Management will air in the 9 p.m. hour, with originals typically airing at 9:30 p.m. and last week’s episode running at 9 p.m. (except during premiere week, when originals will air in both slots). Ten episodes have been ordered, with an additional 90-episode pickup contingent on hitting a certain ratings benchmark. In recent weeks the show has added Selma Blair, Shawnee Smith, Daniela Bobadilla, Michael Arden, and Noureen DeWulf to the cast.
Charlie Sheen is like a cat with nine lives.
Charlie's Lawsuit Versus Chuck Lorre and Warner Bros
On March 10, 2011, the L.A. Times reported that Charlie Sheen had filed a $100 million lawsuit against Chuck Lorre and Warner Bros for wrongful termination of his contract.
The suit, alledged that Sheen was only fired from the show because he had criticized Lorre both on radio and television. Warner Bros., in a letter to Sheen's attorney Martin Singer, had said Sheen was fired because he had become a liability on the show and his erratic off-stage life had started to affect his ability to perform. (Here is a copy of the suit.) The suit also said it was pursuing claims for the benefit of the entire cast , crew and actors to be paid for the rest of the current TV season.
On September 26, 2011, Warner Bros issued a statement that the lawsuit had been settled amicably with Charlie Sheen. The studio issued the following statement:
“Warner Bros. Television, Chuck Lorre and Charlie Sheen have resolved their dispute to the parties’ mutual satisfaction. The pending lawsuit and arbitration will be dismissed as to all parties. The parties have agreed to maintain confidentiality over the terms of the settlement.”
Neither legal team would comment on the terms of settlement, but according to The Hollywood Reporter, unidentified sources told them that Sheen settled for $25 million. That dollar amount includes a reinstatement of the revenue stream from past episodes of Two and a Half Men (even those filmed before his media meltdown) that WB had denied Sheen after he filed the lawsuit.
Charlie Sheen is Winning
Charlie has came out of this smelling like a rose, and if you are adding up the talley since he was fired from 2.5 Men back on March, this adds up to $32 million in 2011 alone. Not bad for an actor who was on the ropes and many thought was was done. #winning!!
The New Charlie Sheen
Charlie Sheen has repackaged himself for 2012 At some point in the fall of 2011, Although Sheen's career is still fruitful, the death of his "loose cannon" character has definitely kept him further from headlines attention than he was last year. This shift in persona, and in public interest, begs the question: is Charlie Sheen still Winning?
Courtesy of an article dated March 2, 2012 appearing in AdWeek, an article dated March 5, 2011 appearing in The Daily Mail, article dated May 13, 2011 appearing in ABC News and an article dated March 10, 2011 appearing in the L.A. Times and an article dated September 26, 2011 appearing in The Hollywood Reporter
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