In a recent (quite possibly fake or unaired) Mountain Dew commercial, Soviet MC Ill Mitch is seen riding his CCS skateboard and kicking a can of Dew about, claiming it gives him the “get up and go,” to be so good. It’s understandable that the company wouldn’t officially claim to use it, as his skills are atrocious. Don’t let the giant orb of a helmet deceive you--Ill Mitch is no Danny Way.
With lyrics such as “Hey ladies fans can we fall in love / I fit you like a boxing glove,” it’s reasonable to assume that Ill Mitch is as bad at boxing as he is at his other known “talents.” What’s somewhat impressive is that the man just won’t quit. After supposed “years on the scene,” it’s difficult to gather information such as tour dates, albums, or really anything from his website aside from a plethora of photos, lyrics and YouTube videos--one in which he’s jailed in Legoland.
This suggests that there still may be a place for Ill in pop culture amongst the William Hungs and Joe Plumbers of our country. Not only is Ill Mitch bad at everything he does--and fully willing to exploit this in a most demeaning fashion--he quite possibly may be the best at being the worst. With advertisers focusing more on quirky humor and reality TV losing viewers due to a lack of new humiliations, Ill Mitch may be the entertainment world’s much-needed life preserver. The man is a living, breathing Napolean Dynamite, save for the fact he’s lived in America for over five years and has the vocabulary of a third-grader.
Why This Trend Is Growing
- Quirky Humor Advertising
- With the rise of quirky humor in advertising, Ill Mitch's comedic skills (or lack thereof) could be utilized in future fake soda ads or other ad campaigns in need of comic relief.
- Intentional Bad Talent
- The intentional use of bad talent, as demonstrated by Ill Mitch, could become a trend in the entertainment industry as audiences seek out more unconventional forms of entertainment.
- Nostalgic Pop Culture References
- As demonstrated by Ill Mitch's nod to William Hung's famous American Idol audition, nostalgia and throwback references could become a trend in pop culture and media programming as audiences seek comfort in the familiar.
Industries Being Reshaped
- Advertising
- Ill Mitch's fake soda ad demonstrates potential opportunities for advertisers to use unconventional performers or humor to capture audience attention.
- Entertainment
- Ill Mitch's intentional use of bad talent and quirky humor could lead to opportunities for him and others like him in the entertainment industry, particularly in digital and social media content creation.
- Media Programming
- The trend towards nostalgia and throwback references, as demonstrated by Ill Mitch's William Hung nod, could lead to opportunities for media companies to create content that caters to audiences' desire for the familiar.
