General Larry Platt, a man decades to old to qualify as a contestant, showed up at the tail end of "American Idol" last night and created a new pop sensation with "Pants on the Ground." Go on. Watch it. You'll have the song stuck in your head for the rest of the day. And this is not necessarily a bad thing. (In my case, it replaced Gloria Estefan's "Turn the Beat Around" -- and I have no idea how that one got in there in the first place.)
But there's more going on here than some guy with a goofy song. Turns out Platt was involved with the Civil Rights movement. There was even a Larry Platt Day in Atlanta. If that's not enough to convince marketers wary about some of the more, um, interesting aspects of his past (he's been shot in the eye and is apparently a governmental gadfly), the Atlanta Journal Constitution reported earlier that "thirteen 'Pants on the Ground' fan pages on Facebook already have a total of more than 94,000 followers."
And, look. If no one wants to associate directly with Platt, they can always pay him handsomely for the rights to the song.