Joe Cotton on 'Winning'

Before you know it your friends and workmates will be adding "Winning" to the end of their sentences for affect. (It will be funny for about as long as "yeah baby" was after the first Austin Powers movie…. I'm just saying.)

These catchphrases are courtesy of Charlie Sheen.

There's been a lot of other, way more important stuff going on so it would be understandable if you've missed the past 10 days of celebrity melodrama. But this one will definitely be infiltrating the water-cooler chit chat over the next few weeks so allow me to get you up to speed.

In what is being likened to a Britney-esque break down of epic proportions, actor Charlie Sheen is literally losing his mind.

Although Sheen has always had a bad boy reputation and has been involved in some pretty "gnarly" situations, ie: accidentally shooting an ex girlfriend, being outed as a client of the Hollywood Madame, multiple arrests for drugs, domestic violence and more drugs, the actor has somehow managed to walk away from all of these experiences reasonably unscathed.

No jail time and no apparent affect on his career. Perhaps that's why he feels as though he is 'Winning'.

He no doubt believes that he's untouchable. This might explain why on Feb 24th he began a shocking and at times anti semitic rant to a radio station targeting the creator of his hit show Two and a Half Men.

Some would say it's a bad idea to bite the hand that feeds you especially when it's feeding you US$1.25 million dollars an episode. But not Charlie, he's got "tiger's blood" coursing through his veins!

This initial interview was just the tip of the iceberg and every day since he has shared his take on his ‘bitchin life” with as many media outlets as possible.

He's unleashed his Sheenisms on the world. Each one that bit more crazy. And believe me he is crazy. Considering he just PASSED his fourth drug test in a row there is no other explanation.

Sadly, the likelihood of Two and a Half Men returning to our screens ever is... slim to none.

His family are desperate to help him but he has shut them out.

And two of his ex wives are seeking full custody of the actor's children as his behaviour has become frightening to say the least.

I'm not sure you could define any of this as "Winning". And yet looking at message boards and articles from all around the globe there has once again been little to NO effect on peoples love for Charlie Sheen.

If anything he has become idolised. He's more popular than ever. He has the Guinness book record for being the fastest person ever to reach 1 million followers on Twitter.

Perhaps he really does have "Adonis DNA?"

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Hear more from Joe by tuning into The Morning Fix on More FM from 6am to 10am every weekday.