I’m sure you’ve seen the vid from CES and it really it a cringius maximus moment. And yes, it does offer us a salutary example of the power of rehearsal and also of demonstrating professionalism in everything you do. But I think that misses the real point. Just in case you’ve been living under a rock:

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So, yes, the idiot should have rehearsed. Even Stan Sigman overcame his desire to flee the stage during the iPhone launch in 2007. Instead, he pulled out some 4×6 cards and started reading. (vid at the bottom of the post)

Michael Bay didn’t even do this! Instead he essentially went, “Yeah whatever” and scarpered. This says three things to me.

1. That he doesn’t give a good goddamn about his relationship with Samsung, or the audience at CES. [Personally, I have always felt that anyone who could produce movies as dire as Bay does, doesn’t care about his relationship with anyone, but that’s just me].

2. That actions speak louder than words. Bay clearly didn’t bother to rehearse his speech, he probably had a flack write it for him and gave it a cursory once-over. If he had written it, he would have remembered the main point of what he was going to say and he could have stumbled his way through that. Didn’t write it, didm’t rehearse it? Didn’t give a shit. QED. Which brings me to point …

3. Some marketing bod in Samsung made an oopsie. A big oopsie. In the age of peer review and trust networks, it is interesting to me that there is still a place for celebrity endorsements of this kind. But boy, ya gotta pick your celebrity! Even more-than-a-little-embarrassed-to-be-there Robert Downey Jr gave a bit more of himself in his recent HTC ads. If you’re going to get a ‘name’ to perform at your event, make sure that name is an engaged pro who cares about the outcome of the event.

Bay’s published remark on the situation is as follows: “Wow! I just embarrassed myself at CES – I was about to speak for Samsung for this awesome curved 105-inch UHD TV. I rarely lend my name to any products, but this one is just stellar. I got so excited to talk, that I skipped over the Exec VP’s intro line and then the teleprompter got lost. Then the prompter went up and down – then I walked off. I guess live shows aren’t my thing.”

Forget for a moment whether he believes a word of that, hands up anyone who thinks he really wrote it?

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Stan Sigman’s energy-sucking performance from Jan 2007.