Being a famous jerk still pays.
Take Lyin’ Ryan Lochte.
ABC didn’t have to be begged. In the Rio bad actor’s near future is season 23 of “Dancing with the Stars,” where he’ll have to be more nimble than in Brazil where he famously made up a story about being robbed at gunpoint at a service station as the Olympics were winding down.
That taint cost the gold medalist swimmer his major commercial sponsors. Not to worry, though. Lochte has since picked up a throat drop account and been named TV pitchman for a company that makes Robocopp, hand-held “sound grenades” that alert people to danger.
“I’ve been traveling a lot lately,” Lochte tells the camera, which sounds like code for his Brazilian stunt, “but it’s a good idea to stay safe.”
It’s not Ralph Lauren, but look, the guy has to make a living.
The culture is forgiving, with television especially known for welcoming bad actors from sports, politics and other areas of life back into the fold of respectability like redeemed sinners.
Coming to mind here is “The King of Comedy,” Martin Scorsese’s memorable 1983 dark comedy with Robert De Niro as a no-talent aspiring comic and talk show host named Rupert Pupkin who attains fame and ultimate respectability only after abducting a major TV personality, for which he goes to jail. Before that he’s a nonentity, a hapless, emotionally unstable wannabe radiating an undercurrent of danger. Afterward, he’s a star.
It’s the way things often happen. Memories fade, but the green of cash doesn’t. However enormous your flaws, you’ll thrive financially if your infamy earns a profit for others. If you’re a famous face who can make someone else money, you’ll always fill a niche and earn a payday somewhere on TV.
The Rolodex of Reclaimed starts with the legions of political pundits invited back on TV even after getting everything wrong; you’re watching them now. More egregiously, the list extends also to Watergate burglar-turned-radio-talk-show host G. Gordon Liddy and Oliver North, the former Marine colonel who went on to become a radio host, syndicated columnist and Fox commentator despite lying to Congress in the Iran-Contra affair. In sports, we have former pro basketballer Dennis Rodman, hired as a TV pitchman for Carl’s Jr. some years ago based solely on his reputation as an out-of-control, head-butting, cameraman-kicking, Mormon-cursing bad boy. Just as John McEnroe made Bic blades commercials that re-created his famed nastiness and name-calling on the court, cashing in on his petulance.
By the way, “Dancing with the Stars” will pair Lochte with Cheryl Burke, a professional who danced on the show in 2009 with former House Majority Leader Tom DeLay after a Texas Grand Jury had indicted him on money laundering charges tied to campaign contributions.
Although no one mentioned here comes close to villainy of epic size, TV’s path to resurrection is open to virtually everyone whose name and reputation will turn heads:
Now, dancing the rumba with Cheryl Burke, everyone’s favorite ruthless dictator, Kim Jong Un.