Commentary

Michael Phelps Regrets

by Karl Greenberg , Staff Writer, February 3, 2009

I was walking home from dropping my kid off at school on Monday, and I couldn't make 20 blocks without noticing that even the local paper's lead story was about Michael Phelps and his performance with a bong. The headline: "Wet and Wild."

What does this mean for the national economy, the fate of the national stimulus package or bailed-out Bank of America's $10 million Super Bowl party? Nothing. But the fact that Phelps was photographed attached to his own stimulus package means a lot for Michael Phelps' personal economy.

Yahoo's lead story from the AP: "The International Olympic Committee expressed confidence Monday that Michael Phelps will learn from his 'inappropriate behavior' and continue to serve as a role model after a British newspaper published a photo of him inhaling from a marijuana pipe."

It is important to note that Phelps apologized for "regrettable" behavior, but here's the key point: the IOC thought he was apologizing for his own regrettable behavior (then again, they also consider him a role model, the logic of which escapes me entirely, unless he's a role model for eugenics.)

Up for grabs is whether Phelps apologized for: a) his own behavior; b) the behavior of the pipe, which was so clogged with resin that he never actually inhaled; or c) the behavior of the photographer who, in taking his picture, evinced the fact that all of us are now de facto members of the global security apparatus bent on destroying what is left of our privacy.

But let's talk marketing: Will this affect Phelps' corporate endorsement deals worth millions from the likes of Mazda, Speedo, Guitar Hero (admittedly a one-off) and health-food company McDonald's? Robert Passikoff, founder and president of New York-based firm Brand Keys, asserts that, like a rocket that must achieve escape velocity in one explosive burst, an athlete made famous with a singular achievement has only so much time and equity with which to transcend the gold medals around his or her neck and become something more stellar (and valuable as a brand spokesperson).

"It is hard to shoe-horn him in someplace as a spokesperson, because he has a particularly narrow talent," he says. "He can't migrate to the values in too many categories. But the problem for him is that the categories in which he has some sort of image fit are likely to do with things like exercise and health, and sucking on a bong doesn't help."

Passikoff also points out that spokespeople are relatively easy to come by, particularly if they have greater exposure. "The weight of the medals is more than the weight of his personality. Guys like that need to be particularly careful because their own resonating value is of limited wavelength. A guy with great setup shot in the NBA can go out in Philly and shoot guns and people forgive him. Given that there are so many people out there willing to provide name likeness and values to pick up a new income steam, you have to protect what you got."

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3 comments about "Michael Phelps Regrets".

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Fred Leo from Ad Giants, February 3, 2009 at 8:34 a.m.
I had no problem understanding what he meant about his regrets: "I engaged in behavior which was regrettable and demonstrated bad judgment.' I think he can come out of this. After all, who knows when anyone will top his accomplishments. That's in the bank. One the other hand, the previous DUI in combination with this could leave the impression he's slow to learn from mistakes, which can't help the image. But considering his age, the light legal penalties for the offense across the land (indicating society doesn't attach much importance to it) and our fundamental support for people overcoming obstacles, even when self-imposed, I think he can survive this if he chooses to.
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Paula Lynn from Who Else Unlimited, February 3, 2009 at 9:22 a.m.

1. Regrets can only come when the money stops, the idolatry subsides. No consequences - no behavior changes. Fred, when you see your 10 year old saying sorry he/she was caught with a bong or variation upon that theme, you may change your mind. Yes, ten year olds. Check with the pros.

2. We all need to wake up to know that the famous person hawking a product/service is getting paid extremely well, not because of the product/service is the best for us. We need to pay attention even slightly more in our purchase choices. Celebrity can enhance awareness, not the product.

Paul Van winkle from FUNCTION, February 3, 2009 at 12:43 p.m.

"..global security apparatus bent on destroying what is left of our privacy."

I guess this is indeed a de facto candid-camera fact of our age.

But it also allows seeing a lot of converging lines all at once, here and in related media events.

Web technology has created a global inter-connected psyche. We all know eveything, about everyone else, too fast. Are we ready? No. Phelps' issues are suddenly our issues - mine and yours. Is that affecting the way we might act in the future (maybe?). Because like it or not, we're all 24/7 open kimono. Now what?

Seemingly unrelated views and ignorances of the past may suddenly be considered -- all at once. Can we look at some of these issues from 360-degress, using 'executive function'?

Should we review some of these ga-ga big payouts (that also benefit agents, agencies, lawyers and media) to buy human spokespersons with human and age-related decision-making abilities? C'mon, the kid did a bong hit -- he also spent gazoodles of hours in pools sigularly focused in order to subsequently set new world records -- sponsors wanted to ride his image popularity and were willing to pay handsomely for it, but they don't 'own' him (or for these prices, do they?) -- inanimate brands want to be associated with what he represented, but only in a very limited way (WINNING and Global POPULARITY -- NOT bong hits, drunken car crashes, underage sex, etc.) -- he's a superstar, but he's also a kid, with limits -- were the contracts drawn up stipulating any of these realities or were they optimistic, short-sighted and out-of-touch? -- what're the best outcomes possible in these deals and what are the larger known constraints to those outcomes being realized?

Lotta stuff to consider. Can we? We all might need some bigger brains, synthesizing the possible realities, fast. Because blaming and finger-pointing makes 'them' and everyone but 'us' wrong. And that's just counter-productive.