Why is Olivier Martinez staring at you from almost any men's magazine on the newsstand?
Because he's the face of Yves Saint Laurent's "L'Homme Cologne" – but that's the easy question and answer. The real question is why Yves Saint Laurent chose Olivier Martinez for their Celebrity Endorsement?
Martinez is a B-List actor only known for his roll in the 2002 movie "Unfaithful." So 9 years later does he really deserve to be the face of a major brand in magazines almost every month?
At most, this seems to be an ill-advised choice for a campaign front man. Perhaps Yves Saint Laurent was banking on major things to come from Olivier after "Unfaithful." A handsome face? Sure. I just hope that choosing him as the model for their cologne ads didn't also come with a "handsome" price.
The Victoria Secret Fashion show is arguably the most popular, widely seen, and most highly regarded infomercial in the world! With 9 million viewers, last year's event was an advertising success for CBS. From The Hollywood Reporter:
"It's one giant PR stunt," says Linda Ong, president of branding firm Truth Consulting. "It's about getting people to keep this very mass-market brand top-of-mind. The celebrities, the million-dollar bra. They always have some model who just had a baby, and so it's all about how much weight she lost. It's a pseudo-event. But because of the PR machine, people cover it likes it's news."
Nicki Minaj, Maroon 5 (Adam Levine), Jay-Z, and Kanye will perform on stage alongside super models (and celebrities in their own right) Miranda Kerr, and Lily Aldridge, while Beyonce and Orlando Bloom watch from the front row of the audience. All of these celebrities provide an unbelievable assortment of Celebrity Endorsements for the lingerie brand. Watch Tonight on CBS.
Macy's employees are infected with Bieber Fever this Black Friday and the side effect is grown men screaming like 12 year old girls! The spot, which promotes Macy's Black Friday Sale, definitely grabs the viewer's attention in a crowded marketplace of extreme discounting and short-term deals.
While Macy's is obviously using the Biebs' popularity to call attention to the fact that Macy's stores are opening at Midnight on Black Friday, it's interesting that the spot doesn't showcase any "door-buster" deals. In fact, the spot only mentions Bieber's perfume, "Someday," and a special gift set. On a day known for extreme discounts, Macy's simply doesn't mention any? Is that a miss by Macy's? Or is it simply enough to have an exclusive Justin Bieber offer?
No doubt Biebs will bring people into the store, but I'm sure shoppers looking for deals want to know more about what they're going to save. The spot does a good job of gaining awareness, but Macy's should have tagged the spot with some kind of deep discount message to fully take advantage of "Bieber Fever."
Is Lady Gaga selling out by aligning with Barneys? It certainly seems that way. The star that claims ultimate appreciation for her fans, has a new celebrity store at Barneys – an ultra exclusive department store that may alienate most of her fans. It seems like her Barneys stunt is more about promoting her brand, than her relationship with fans. From The Hollywood Reporter:
"Oh, it's fun," the singer mused on the space. "It's the dream of what music and culture are all about, and those are things that can get lost when you focus too much on commercialism. This is, for me, a much more whimsical approach, a Pop Art approach."
This is ultimate commercialism. Sure, 25% of proceeds go to charity, but is that really enough to justify her celebrity endorsement deal with a company that caters to the wealthy? Barney's does not breathe individuality, but materialism (aka commercialism). Maybe Gaga really is the new Material Girl.
Shatner's traditional "campy" style is in fine form in this latest spot for State Farm. For 4 minutes Shatner explains the hardships that go along with a "turkey frying catastrophe." It's a fun spot that makes excellent use of Shatner's quirky personality and pitchman persona.
At 4 minutes it's a bit long and I don't anticipate it becoming viral hit, but its certainly worth a quick look. From AdWeek:
"Watch Shats emote like a madman as he's engulfed in cheesy CGI flames. Marvel at his whispered, salacious delivery of "dingle-dangle" as he describes the inner workings of a deep fryer. Stare incessantly at yet another unconvincing toupee that barely clings to his campy, iconic scalp. This is epic stuff, people! Remember that classic Star Trek episode where Charlie X turns the synthetic meatloaf in the Enterprise's galley into Thanksgiving turkey? Bill had a better rug back then. As of this writing, the "Eat, Fry, Love" clip has 131 likes on YouTube, and one dislike. I wonder who in the known universe would dare to dis such inspired, well-intentioned silliness."