madcomments

The face of the brand

Posted in Advertising, Media, Mel Varley, Latest reporters' blogs July 27th, 2007 by Melinda Varley

Minor celebrities often jump at the chance to endorse a brand. Free clothes, make-up, publicity and of course the money, all count as that extra bit of income for fame hungry and money grabbing celebrities. But do they take the rap for the brand’s mistakes?

Many stories have surfaced this week about L’Oréal having its ad for Telescopic mascara, fronted by Penelope Cruz, pulled by the Advertising Standards Authority for using fake eye lashes on Cruz.

The ASA also reviewed an ad campaign for H&M, fronted by Madonna, to promote her own clothing line at the retailer. While Madonna’s complaint was not upheld, it still received far more complaints than Cruz’s ad.

Whether we like it or not, people like to associate movies with the star in which they feature. They also do the same with brands. For example, if I think of Monsoon I think of Liz Hurley. If I think of Accessorize I think of Lily Cole. Police sunglasses - David Beckham, Samsung - Beyonce, Sainsbury’s - Jamie Oliver. The list goes on.

So when people have read this bad publicity for L’Oréal they are going to think of Penelope Cruz. Reason being, once a celebrity endorsees a product, they also become a brand ambassador and will either stick with that brand through thick and thin or leave amid the poor publicity that could also damage their own. Are these campaigns a good idea for the celebrity involved?