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Posted at 11:55 AM ET, 08/24/2010

Situation Nation: Assessing the 'Jersey Shore' star's product endorsements

By Jen Chaney

The Situation: working it. (The Situation's Facebook page)

Mike "The Situation" Sorrentino is rich, and seemingly getting richer by the minute.

As noted by the Hollywood Reporter, the guy who stars alongside his own abs on MTV's "Jersey Shore" -- and may soon become a contestant on "Dancing With the Stars" -- is on track to earn $5 million this year. Some of that money comes from his salary; he reportedly earns $60,000 per episode of the highly rated MTV reality series, as well as lots of cash for event appearances. (Ah, to get paid thousands of dollars just to show up at parties and flash some stomach ripples. It truly is the American dream.)

But much of his fortune also derives from the numerous products with which The Situation has associated his valuable brand name. Some of these tie-ins make a certain amount of sense; others, in this blogger's humble opinion, do not. Let's run down the list and assess the -- sorry, this couldn't be helped -- Situation situation.

The Situation Workout DVD: As ridiculous as the two potential cover art options look, releasing this DVD -- executive produced by Sorrentino's older brother Marc and due out later this year -- makes a lot of sense. The Sitch is known for his abs and at least some people may want to know how to replicate his washboard achievement. Verdict: Potential success.

NoX Edge: The chewable pre-work-out supplement, sold at GNC, is yet another way to cash in on Sorrentino's taut and muscly physique. But even though he's got "fitness center employee" on his resume, taking nutritional advice from the guy may still give some people pause. Verdict: Potential unclear.

The VitaminWater commercial: Kind of a funny spot. But honestly, I don't think anyone from the hard-partying "Jersey Shore" cast belongs in the same sentence as the word "vitamin." Verdict: Fail.

Devotion Vodka: By far the most ridiculous-sounding Situation-related product -- an 80-proof vodka infused with a protein called Casein that's supposed to help nightlifers maintain their lean body mass while getting wasted -- also could catch on. Look, if we drank Zima for a while there in the '90s, surely someone will sip on some "healthy" vodka endorsed by the Sitch. Verdict: Definite potential for success.

The Situation rap song: I'll let this sample speak for itself. Verdict: Epic fail.

The Situation book: Yes, he's writing the inevitable book, entitled "Here's the Situation" and due out in November. It's supposed to be a tongue-in-cheek guide to Jersey shore life, so not exactly a work of literary fiction. But why would Gotham Books release a book that screams "trashy beach read" in the middle of November? Verdict: Potential unclear.

The Situation clothing line: Of course the guy is also dipping his spray-tanned toes into the fashion realm with a line of apparel that, by the looks of it, will specialize in bedazzled tank tops. This seems like a case of bad branding. A guy who spends most of his time lifting up his shirt is now expected to put some stylish shirts on our backs? Verdict: Fail, though not as epic as that rap song.

By Jen Chaney  | August 24, 2010; 11:55 AM ET
Categories:  Celebrities, TV  | Tags:  Jersey Shore  
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I admit it, I don't watch the show but I am still overdose by the Jersey Shore "literature" from various sources (literature that I enjoy greatly!). All of the crap that Snooki and the Situation receive, I still find them more genuine and believable than, say Sarah Jessica Parker and the three other sad cougars at SATC franchise. I'll vote for more Situation abs-galore than many (most) of the other reality shows... Including yours-truly-local Housewifes of DC (in the name of the lord, what a freaking boring show!!!!). Go ahead... hate me for not hating Jersey Shore.

Posted by: ileschinder | August 24, 2010 12:18 PM | Report abuse

I don't know who he is, but if he gets people his age to lift some weights, that's good.

Posted by: sarahabc | August 24, 2010 12:21 PM | Report abuse

"The Situation" is our generation's equivalent of the Mr. Yuck sticker you used to see on household poisons.

Posted by: Bawlmer51 | August 24, 2010 2:27 PM | Report abuse

He has great abs, but I sure am tired of seeing them. He is to me today what Eva Longoria was a few years ago: massively overexposed.

Posted by: Californian11 | August 24, 2010 5:33 PM | Report abuse

At least he's smart enough to realize he's a no-talent hack who has contributed virtually nothing to society except the entertainment of of a couple million near-brain dead vegetables. He know that he needs to strike while the iron's hot, because his iron will be Arctic cold very soon.

Posted by: salanatoli | August 26, 2010 5:19 PM | Report abuse

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