change the way you see celebrity

In a period where the latest news with Britney Spears and her child custody problems is aired alongside the morning traffic report, Iconoclasts presents a nice alternative context for celebrities.

• Join twelve of the world's leading visionaries as they share surprising revelations and insights into their creative process and unyielding quest for excellence. Take a journey inside the lives of these remarkable individuals through the eyes of their fellow iconoclasts and forever change the way you see celebrity.

This relatively new series (in its 3rd season) from the Sundance Channel is garnering wonderful brand affiliation too: I was reminded of the series while flipping through Wired Magazine. And Grey Goose Entertainment (yes, the Vodka brand) is behind the show in the spirit of artistry and innovation. It will be a neat counterpoint to Star, Ok, Life&Style, InTouch, UsWeekly that compete for the majority of our attentions while in the checkout line.

Some celebrity pairings that have been celebrated are: Howard Schultz (Starbucks) & Norman Lear (All in the Family); Mike Myers (Austin Powers) & Deepak Chopra (mind-body specialist); Robert Redford & Paul Newman; Sean Penn & Jon Krakauer; etc.

The show will remind us that celebrities are people too; some extraordinary people with visions and goals, who have fallen into an extremely commercial and often times soulless industry. Good people are all around; Sundance is showcasing them and bringing them into our homes. Cool.