Cullmin Liquidators and its owner Robert Lee are quickly becoming new media darlings. A duo of young filmmakers are selecting small businesses across America and helping them produce "local commercials." They are sponsored by a web development company and I am in awe of this approach. What was once considered poorly funded, horrible quality commercials are now being elevated to viral sensation. Robert Lee is currently on a traditional media tour thanks to the immense popularity of his commercial. Some might say, "But this is a television commercial. It doesn't qualify as new media." Funny thing is, this commercial hasn't been aired as a paid-for-advertisement. But at last count, it had been viewed nearly 700,000 times on YouTube and has resulted in a number of video responses by fans. One more thing, Robert Lee now has his own line of t-shirts. Buy one. Or don't. He doesn't care.

C'est direct, brut, sans artifice, sans classe, mais c'est malgré tout plein de patos, c'est... c'est tellement américain !