Celebrity Apprentice (Personal Brand) Winners and Losers.
While we all now know that Arsenio Hall is the ordained Celebrity Apprentice, the question that 18 celebrity managers and publicists are now asking is: “How well did my celeb score with the public and potential advertisers?” As I write this teams of celeb interns are busily foraging through Twitter posts and blogs to report back on how their celeb came off. Though their celeb may not have won, a good primetime showing could mean millions for their celeb in the form of that next TV deal or Superbowl spot. Here, then, are my big winners and losers.
BIG WINNERS
Before this season’s CA, few knew much about Clay Aiken beyond his being “that gay American Idol singer.” Clay’s amazing showing on CA has totally elevated his public awareness and personal brand. Not only did it reveal his amazing vocal talents to millions of potentially new fans, but it also revealed him to be a super smart, caring, determined, classy, easy-going, and genuinely good, likeable guy. Perhaps, more importantly, it will hopefully help break down negative attitudes that continue to exist toward the gay community.
Arsenio Hall even joked about it himself, “I meet a lot of people who, when they meet me now, say: ‘wow, man, I thought you were dead.” I don’t think he’ll be hearing much of that any more. Like Clay, Arsenio proved that he’s a class act, even with his Aubrey O’Day moment. (I doubt many could blame him) And, who knew the dude could sing! I’m not sure where Arsenio went since his show ended in the mid-nineties, but wherever that was, his great, likeable CA performance should open doors in a major way for him. Woof, woof, woof!
I don’t think anyone knew Dayana Mendoza before this season’s CA. They do now. Despite the negative stereotyping that Lisa Lampanelli did her damnedest to try to re-enforce, Dayana proved that you can be both drop-dead beautiful and smart. Her calm resolve against Lampanelli’s relentless broadside salvos also proved she’s as tough as they come. Though she may not have won the game her personal brand scored huge. Bravo, Dayana.
LOSERS
If this was HBO or an esoteric cable channel Lisa Lampanelli might have gotten away with her condescending, foul-mouthed antics. Not on NBC in primetime. I’m sure she was told as much by her handlers (if there even is such a thing). Even with her 11th-hour attempt at crisis management by coughing up the 10k for Clay’s charity and acting all sweet and self-effacing with her final comments, it was too little, too late. She may have won big bucks for her charity, but she blew it big time to take her career up a notch. Had she been smarter she could have won while staying true to her wickedly, wise-ass persona. Instead, she just came off wicked.
It’s not surprising that Aubrey O’Day and Lisa Lampanelli bonded. Both are talented and incredibly driven. Both are also narcissists who couldn’t help but take every on-camera moment to exclaim how amazingly awesome they were and how amazingly retarded most of their teammates were. That’s not the way to win the game or public favor. Of course, her fans will continue to adore her and she deserves props for her money-raising efforts for charity. However, her “don’t hate me because I’m beautiful…and smart…and, did I mention awesomely creative?” attitude won’t score points with the public or major advertisers.
May 28th, 2012 at 10:45 pm
That’s it? What about the other contestants?
Do they fall in the “no opinion”/no change category?
May 28th, 2012 at 10:56 pm
I think you mostly hit it on the money. However, I think viewers by & large came away with the feeling that Arsenio did not really earn the title he was handed on a silver platter. Clay certainly showed many positive facets to his personality & talents, while Penn, Dee, Adam & Patricia as well stirred up a lot of good will & respect. I would be happy to see any of those 5 in future TV projects, especially Clay on a comedic level.
May 29th, 2012 at 8:51 am
Your post was well written, agree with all you said.
May 29th, 2012 at 9:41 am
I was really disgusted with the outcome of CA as it looked like it was already pre-determined who would win.
On the plus side Clay got a chance to show that he is smart, kind, funny, classy and has great organizational skills. He was on “Face the Nation” and held his ground against some pretty heavyweight political figures.
Clay is no pushover and I think he would be a great talk show host.
May 29th, 2012 at 11:51 am
I loved and agreed with everything you said about both winners and losers. You were so spot on. I would add one point, I feel that D Trump is also a loser as everyone including press and media declared Clay Aiken the real winner. Not good for Trumps integrity.
May 29th, 2012 at 12:05 pm
I actually really wanted to comment on others, but just didn’t have time.
May 29th, 2012 at 12:13 pm
As much I loved Arsenio, I agree 100%.
May 29th, 2012 at 12:18 pm
Though Clay didn’t win with Trump, he won with a more important judge — public opinion. As a result his great performance with open many career doors for him. Perhaps even more than for Arsenio.
May 29th, 2012 at 12:44 pm
I have to disagree with John just a titch. I thought Arsenio came across as insincere and contrived and from what we’ve learned since the end of the show – just a little bit duplicitous. His fawning over Trump was annoying and I didn’t feel he actually did much on the tasks he won. Agree that Dayana conducted herself professionally but she ain’t the brightest bulb in the chandelier. Lisa’s brand of humor is NOT ready for prime time and was actually disgusting. Aubrey! It’s hard to imagine someone so narcissistic and so completely oblivious to the feelings of others. Her “confessionals” were beyond rude. I can’t see where either woman improved her image – in fact, quite the opposite. I wouldn’t pay to see either of them in anything.
May 29th, 2012 at 12:49 pm
Trump’s brand is many things, not the least of which is Narcissist. He re-enforced that brand trait during the final interview when he asked Arsenio to restate his comment about his total devotion if he was chosen. In essence, Trump wanted to know who’d be the bigger ass-kisser and Arsenio’s answer made that clear. I don’t say this as a put down to Arensio. It’s a comment about Trump and what helped determine his final decision. It’s also a comment about corporate America. People who succeed in a corporate structure, especially one led by narcissistic leadership, are not necessarily those who are the most capable, most independent-minded, most fearless, and display the strongest leadership skills. Like Clay.
May 29th, 2012 at 1:04 pm
Clay Aiken IS the real CA winner!
May 29th, 2012 at 1:07 pm
Mr. Foliis: Your last comment above says it all. This was the first time I watched CA and i think it will be the last.
May 29th, 2012 at 1:17 pm
John, unfortunately I have to agree with you. I say “unfortunate” because it’s a sad state of affairs that ass-kissing wins the day. I saw a funny comment about Trump having surgery to remove Arsenio’s lips from his ass! Made me chuckle. Nothing against Arsenio, but I truly believe his “win” was decided before the show even started and is all mixed up with a new talk show, Magic’s business venture, etc. etc. I think Trump lost alot of credibility with this season. If this is true, not only was it unfair to Clay Aiken (who worked very hard on each and every task) but the other contestants – many of whom genuinely were trying to earn money for their charities. I realize “reality TV” is not “real” but this was so blatantly in Arsenio’s favor that the finale was painful to watch. I do hope Clay is able to capitalize on a new-found appreciation for his talent and the man that he is!
May 29th, 2012 at 1:24 pm
John,
I totally agree that Clay displayed the strongest leadership skills. He was able to rein in Aubrey without resorting to calling her horrible names. He delegated, but didn’t give up control altogether since he knew that the buck stopped with him. I was very disappointed that Trump did not choose him (notice I didn’t say that he didn’t win–because he actually did). I’m over that disappointment now because I realize that he is better off not being tied to a person like Trump. The only real regret is that The National Inclusion Project lost $250,000 that rightfully should have gone to that charity.
I hope that you are right about more career doors opening to Clay. He is immensely talented. He’s a wonderful singer, but has so many other talents as well.
May 29th, 2012 at 1:28 pm
I totally agree with what you said. I wish you would write your take on each of the contestants.
May 29th, 2012 at 2:02 pm
Arsenio wasn’t really a ‘class act’ post season (before finale). He goes on national TV and insults and/or embarrasses Aubrey (even though she didn’t endear herself to the masses) AND Paula Abdul. He told very private things about these two women. I do think he and Trump are somewhat misogynists-that’s one of the things that they DID have in common!! I don’t think Arsenio would have taken that chance, and said those things, if he thought he had any chance of losing the competition to Clay. Clay’s fans already knew what Clay was/is all about. How he conducted himself on CA was absolutely NO surprise to his fans. And…Clay did not disappear after AI2; he is the busiest of all the competitors combined. Clay has not stopped working since the finale of AI2. Check out his page on wikipedia.com
May 29th, 2012 at 2:03 pm
Not only did Trump ask Arsenio how much he would worship before him, he also thinks the next president can’t win without his help! Clay played the game with class by helping others on his teams win money for their charities. He used his #2 spot on Am. Idol as a stepping stone to much more. This #2 spot on CA, will do even more for him. Glad to see that so many others got to know Clay.
May 29th, 2012 at 2:11 pm
My feelings exactly. Thanks for sharing.
May 29th, 2012 at 2:12 pm
Thanks for sharing
May 29th, 2012 at 2:13 pm
Thanks!
May 29th, 2012 at 2:14 pm
Thanks for sharing, Peg
May 29th, 2012 at 2:15 pm
Thanks for sharing. And, I’ve heard others share a similar comment.
May 29th, 2012 at 2:17 pm
Thanks for sharing!
May 29th, 2012 at 2:23 pm
Thanks for sharing, Sioux, and your feelings are shared by many. The true test with CA is TV ratings and my guess is that, come next season, CA viewership will be as high as ever. Because while it may not be fair, it’s still entertaining as hell.
May 29th, 2012 at 3:25 pm
Just curious what are you basing these statement on? Just your gut feeling? I don’t know who you are. If this were coming from a high profile PR person who assesses celebrity status all of the time, I would be more comfy about what yo have said.
NOT that I don’t agree with you – I do… but where is the validification for what you are saying? (I come from a mktg background where providing substantiation for claims of any kind are needed).
May 29th, 2012 at 4:09 pm
Hi sKAe,
Feel free to read my About Me link and/or Google me.
Thanks for sharing.
JF
May 29th, 2012 at 4:16 pm
Re: John Follis and this post: http://claynewsnetwork.com/tag/john-follis
May 29th, 2012 at 6:58 pm
I enjoyed reading this article very much. I know Celebrity Apprentice is only a “reality show” , but I don’t generally watch them and so was very surprised at the manipulation that occured in this one show. To have a person work so very hard for his charity and then have the rug pulled out from under him because he didn’t beg and promise to be a Trump supporter forever…was very disappointing and disturbing. I guess I’m naive.
You explained it very well… and without one swear word (that in itself is a plus). Thank you Mr. Follis.
May 29th, 2012 at 8:11 pm
Everybody knows Clay is the real winner. I thought it was about money and Clay raised twice as much as Arsenio. Not to mention Clay’s final task reflected what his charity is for. Arsenio’s party theme had nothing to do with M Johnson’s aids charity.
May 29th, 2012 at 11:00 pm
I totally agree with your assessment of the Results of CA this season!!! I personally think it was a “Done Deal” from the beginning, as to who the winner would be! The combination of DT, Magic Johnson, Srsenio coming out of the woodwork, wanting a new “T
May 29th, 2012 at 11:05 pm
I Totally agree with your assessment of the finale of CA this season! The combination of DT, Arsenio who wants a new talk show, Magic Johnson who wants a Cable network, & add into the mix NBC & Comcast!!!, & you have a formula for a “Rigged” Finale! It’s ALL ABOUT THE MONEY”!!!!!!!
May 30th, 2012 at 1:22 pm
John, thanks, loved your take! Glad to have found you and I’m gonna check out some of your other commentary.
We’re so glad you “get” Clay, and hopefully you’re right and others have too; as Jean comments, Clay fans have known about him all along. Plus, he is hilariously funny and quick-witted (check out his concert banter on YouTube) — and brave. I’m sure he knew that going on TV news stations and speaking up for gay rights (“eloquently” and “professionally”) was not something Trump would endorse; but he said he felt a “responsibility to do what I can” (for civil rights, btw, not just gays). In my book, that takes guts.
Having a pre-determined winner is difficult for all the contestants, I think. But just appearing on the show and publicizing it did raise an exceptional amount of money for most of the charities, most of which we didn’t know anything about, so in that respect, the CApp show is good.
That said, I do think Trump needs to change the “winner take all” rule — that is totally not fair; and in fact, considering what Patricia said, can be actually detrimental. This is NOT a show about business (and corporate “raiders”, “pirates”, and “sharks” are named such for good reason) it’s to help charities, and many donors are not wealthy or even well off! So to just hand their contributions over to a different charity is gross mismanagement; just for drama, not worth it.
If he changes that rule, then I can go back to enjoying the show again, for fun and to get to know the celebs, even now that I know the outcome is gonna be pre-determined…
May 30th, 2012 at 4:03 pm
John, I agree with your comments about corporate America. It’s unfortunate, but it seems to be a norm, with few exceptions. Have you seen the broadway show”How to succeed in business without trying”? That’s exactly what it is about.
May 30th, 2012 at 6:30 pm
Hey John, very well thought out article, I have to say I was disappointed at first when Clay didn’t win, but now I am glad he dosen’t have to be beholding to the Trump. After hearing him on CNN last night I thought Oh Clay you are so lucky honey.
May 30th, 2012 at 10:20 pm
Thank you, shirley
May 30th, 2012 at 10:25 pm
Thanks for sharing, Kacy.
May 30th, 2012 at 10:26 pm
Haven’t seen ”How to succeed..”, so thanks for telling me
June 6th, 2012 at 2:49 pm
I say Clay Aiken was robbed they rigged Celebrity apprentice for Arsenio’s
Laughing stock comedy act for his charity Clay raised more money and lead
his team to victory he’s more serious and more dedicated to his charity
then Arsenio is….. and I am not a claymate or a fan etc
June 6th, 2012 at 4:49 pm
Many agree with you. Thanks.
June 10th, 2012 at 12:44 pm
Clay got rooked just like on AI2 but just as then he will do much better than the person he lost too. I love Arsenio, and I blame Trump for this mess-up. It was rigged as was AI2, but the better man came out on top once again.
Karen