Between the years 2002 and 2004, Channel 4 aired a TV show called Bo' Selecta!
The show was written by and starred comedian Leigh Francis whose main gimmick was to wear a rubber mask that somewhat resembled Craig David and basically take the piss out of him. The show has a cult following, with people loving the Craig David skits.
David was a punchline.
The show gave him silly catchphrases and portrayed him as a laughable character. It even got to the point that if you were to say his name in 2004, the most common reaction you would get would be "isn't he the Bo' Selecta! guy?"
David was left with a choice to make; wallow in self-pity and moan about the situation or, as he points out in this interview with JOE, deal with it by continuing to make music.
2016 has been a huge year for David, and his career has seen a renaissance that nobody could have predicted. The attitude he shows in this interview, illustrates just how determined he was to get people back talking about his music.
Mission accomplished.
Enjoy...
https://www.youtube.com/watch?v=8f-vAe6fOT0
