Great-ing Gimmicks of the Past: Chavo Guerrero, Amway Salesman – WCW, 1999-2000
History
This one started on the November 4th episode of Thunder. You see, that night we had an eight man battle royal, consisting of Steven Regal, Dave Taylor, Chris Adams, Jerry Flynn, El Dandy, Prince Iaukea, Scotty Riggs, and Chavo. During the match, the commentators continued to hint that these guys weren’t just fighting for a win – no, in the world of Vince Russo’s Powers That Be, they were fighting for their jobs. In the end, Chavo sent Regal over the top for the win.
The next episode of Nitro saw Chavo in the PTB’s office, awaiting his reward. It was a briefcase – filled with Amway products.
In case you’re not familiar with Amway, here’s how it works (according to Wikipedia): You are sponsored by an existing Amway dealer and you begin selling their products, each of which has a point value assigned to it. When you hit a certain point value being sold per month, you earn different pins, or reach a new level of recognition. As this goes on, you are also trying to recruit new salespeople (to whom you can also sell various motivational tools). The people you recruit’s monthly point value is also added to your personal point value, and that’s how you move up the chain. Of course, a 1979 FTC investigation (that said that Amway was not just another pyramid scheme) also discovered that many salespeople do not make anything, with the average salesman earning about $100 a month.
But back to Chavo. On the November 11th episode of Nitro, we saw him going to work. He was dressed nicely in a suit, and trying to sell to one of the Villanos. Later in the show, we saw just how good of a salesman he was as he talked with Kaz Hayashi. Kaz wound up buying a dozen cases of diapers, even though he didn’t have any kids.
Chavo was hard at work again on Nitro. As Booker T headed to the ring to take on Patrick and Gerald of Creative Control (the ever popular Harris Brothers), Chavo tried to stop him in the aisle for a sales pitch. Later, when Jim Duggan (who had been turned into a janitor by the PTB) needed a fuse, Chavo was right there to offer an assortment.
On Thunder, Chavo had approached Elizabeth. As they talked about jewelry, that grabbed Lex Luger’s attention. Later in the night, Chavo was facing the Barbarian. As Chavo made his way to the ring, he tried to sell to the fans. He even gave Barbarian the sales pitch before the match. As Barbarian read over the sales form, Chavo hit him with the briefcase… to no effect. Barbarian obliterated Chavo, then got a microphone and told him that he’d take three.
Even though he wasn’t at the Mayhem pay-per-view, Chavo was not discouraged. On Nitro, he was right back in action – this time selling gold chains to Tony Marinara’s goons (who were after Disco Inferno for some money he owed Tony). Disco walked in and cleared out in a hurry. One of them then asked Chavo if he’d wait while he called his mother, and Chavo assured him that a check from his mother would be fine.
WCW had a problem on the next episode of Nitro – they’d run out of backstage interviewers after Mean Gene had left with Tony’s boys to go check out a “gentleman’s club” and Mike Tenay had been blasted by a Jeff Jarrett guitar shot. Fortunately, Chavo was there to take over the interview with Dr. Death and Oklahoma (and shill some $39.95 china). Next, Chavo conducted the infamous interview with the Outsiders where they tossed the TV title into a trash can (after Chavo gave a spiel about a home security system). His next stop was a talk with Jerry Flynn (and a special deal on heart-shaped pendants). Sadly, although Chavo conducted many other interviews through the night, only two more really stand out. The first was with Bret Hart where Chavo told us his hair looked so great because he used Chavo’s hair care products. The second was with Roddy Piper (who was fighting the PTBs) where Chavo refused to join his crusade because he was making a lot of money.
Thunder saw Chavo taking on Buzzkill (Brad Armstrong (Road Dogg’s brother) in a bad Road Dogg-ripoff gimmick). As Chavo made his way to the ring, he was wrapping up a cell call with a customer. Chavo opened by trying to sell Buzzkill some incense and a lamp. When that failed, he put a Walkman on Buzzkill, who laid down on his back to listen to the music. Chavo went for his opportunity but only got a 2 count. Chavo then tried to sell a shirt to the referee, which gave Buzzkill the opportunity to clock Chavo with the briefcase and get the win. After the match, Buzzkill wasn’t proud of how he won, but he did get some money from the ref to place an order.
Chavo would disappear until the December 13th Nitro. Rhonda Singh (the WWF’s Bertha Faye) was trying to get on board with Chris Kanyon’s Hollywood agent. Chavo recognized his opportunity and sold her a dance outfit, which she used when she danced with the Nitro Girls.
Thunder saw Chavo selling his merchandise out in the crowd. (And coincidentally, proving more popular than the Dr. Death Steve Williams/Wall match in the ring.)
Chavo again missed Starrcade, but he was back at work on Monday. He found a dejected Evan Karagias, upset because he had lost both his cruiserweight title and his girlfriend, Madusa, the night before. Chavo offered to sell him a book called “How to Pick Up Chicks.” Evan responded by attacking Chavo.
On Thunder, Evan had had enough and debuted his new friends – Shannon Moore and Shane Helms, who formed Three Count. During the interview, Chavo hit the ring and took out all three members.
Things went downhill for Chavo on the next Nitro as he tried to talk to Bret Hart. Unfortunately, a midget in a Ghostface costume (from the Scream movies) attacked and beat him up.
On the January 6th Thunder, Chavo joined forces with PG-13 to do battle with Three Count. They lost. They had a rematch on the January 15th Saturday Night, with the same results.
And that was that. The 16th saw Russo replaced by Kevin Sullivan, and the Amway angle was scrapped.
Analysis
The Amway gimmick was comedy, pure and simple. It did nothing to elevate Chavo or to build a feud. Perhaps it’s best that it ended when it did – the joke would have soon worn thin, and we saw what happens in that event with Positively Kanyon. Chavo would go on to have much more fun in the Misfits in Action.
Where Are They Now?
Chavo was picked up by the WWE after the WCW buyout. After a failed run as Kerwin White, Chavo returned to his true self following his uncle Eddie’s death.
Next Week:
The Bizarre One gets even more bizarre.
