‘It’ll Always Be Disturbing’ – Heidenreich Recalls Infamous WWE SmackDown Michael Cole Segment

WWE

Heidenreich has reflected upon an infamous WWE segment that saw him attack Michael Cole, revealing he thought it was “really off the wall.”

The September 16 2004, episode of WWE SmackDown saw Heidenreich attack Michael Cole, threatening the commentator before seeming to assault him, reading him some poetry, and allowing him to leave, in a truly unsettling backstage segment.

During a recent appearance on Insight with Chris Van Vliet, Heidenreich was asked about the disturbing moment, with the former WWE star responding:

“It’ll always be disturbing, there’s no doubt about it. I mean, it was brought to me, I don’t remember particulars, but I do remember thinking, man, this is really off the wall. When you’re training to do vignettes and practicing in Louisville, you don’t practice for a vignette like that.”

Asked about the pitch for the segment, Heidenreich would reiterate that the whole situation was disturbing, noting the infamy it has brought him, stating:

“Well, I mean, they said I was gonna abduct him, and bring him to the back, and then put him in a room. Then I think it was like you’re gonna act like you were like watching him, and you’re going one place with it. It’s like you’re going like it, and then you say, I’m gonna give you a poem. But it sounds like I’m gonna give him something other than a poem.

“I don’t know if it’s innuendos and stuff when you say it, ‘I’ve been watching you, I know what you want, and I’m gonna give it to you.’ But I look back and all the things that have been said about all these years, it’s kind of made me infamous, more than famous. But it’s disturbing still, and it’s weird.”

Van Vliet would comment on the innuendo, but also go on to say ” looks plain as day what that is supposed to be”, with Heidenreich responding:

“Yeah, for sure, man. But I mean, when they bring it to you, I’m not gonna say no. Like when they said you’re gonna be with Legion of Doom, I’m like, all right.

“Whatever they bring to you, that’s where I was. If they told me to do a backstage thing or do this, and not like killing somebody or something, where you have to go to jail. I would do it, I’m gonna do it the best I can.”

With Michael Cole as the other party in the segment, Heidenreich was asked how the commentator felt about it all, with the former WWE star saying:

“I guess he was kind of like, this is weird, and joking around. But he wasn’t like I didn’t like it, off-put or not wanting to do it. I mean, I could tell he was down for whatever. It’s like we’re working together, right? It’s a scene, and we’re building a story.

“He was whimpering. I mean, even though it was disturbing and weird and bizarre, I would have never come up with that on my own. I think it helped. That thing made me more memorable. People will never forget that.”

Despite the notereity of the segment, Heidenreich would reveal he has no regrets about it, saying:

“I think I did the best performance, I guess. I liked it the way it ended. He was about to leave, I said, “You’re going to thank me? It was a poem by Heidenreich. I thought it was cool. I ended up calling them Disasterpieces after a while, because I figured they’re so bad instead of masterpieces, but yeah, I like the character Heidenreich.”

Heidenreich would be released from his WWE contract in January 2006, having held the Tag Team Championship with Road Warrior Animal. Speaking about his release, Heidenreich would note that his “bad decisions” were a factor.

WWE Pushes The Boundaries

Whether it’s the attack on Michael Cole, Katie Vick or Snitsky punting a baby, WWE pushed the boundaries of taste multiple times through its edgier times.

The segment between Heidenreich and Cole came after the Attitude Era, itself a period where decency took a backseat to shock and titilation, as the company navigated its way through Ruthless Aggression.

That’s not to say that the Ruthless Aggression Era was bereft of the tropes that had made the Attitude Era so memorable, for good and bad, as can be seen with what was described above. Ruthless Aggression would keep much of the profanity, violence and sexuality of its predecessor in a period where WWF became WWE.

It’s in the “Entertainment” aspect that a lot of the moments that pushed the envelope existed, be it in the Attitude, Ruthless Aggression or later eras. The more contentious moments may raise eyebrows, and some were indefensible, yet outrage was often likely courted as the media coverage was no doubt worth the anger when it came to eyes on the product.

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• wwe
• michael cole
• Heidenreich

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