Megan Fox recently popped in the capital to launch LG’s 3D TVs and Paris Hilton was paid to attend a party for an hour at OKKU. It’s nice work if you can get it, but is there something intrinsically wrong with the rest of us ifwe feel something has more value with a celebs nod of approval (or even vague – but not remotely interested – association)? Two of our favourite DJs Kenny and Accalia duiscuss...
He says: Megan Fox and Paris Hilton are among the celebs that have visited the UAE lately. Why? They’re dropping by to grab big fat cheques for peddling products to the great unwashed... that's us by the way.
I don’t get why the latest lot of celebrity endorsers is doing so well – but I’m guessing there’s a bigwig sitting on bales of cash in a penthouse somewhere who could shed a little light on why we’re so enthralled by the rich and famous that we’ll bolt to the nearest makeup counter, clothing boutique or grocery store to buy a facial cleanser, milk shake or pair of shoes we’ve seen a hotel heiress wearing.
Normally celebs who are asked to endorse products are actors or athletes who have made a name for themselves by doing something positive, triumphant or for the greater good. If they fall from grace by doing naughty things those endorsement deals go the way of the dodo. I won’t mention names but one starts with “T” and ends with “iger Woods”.
It may not work like that any more. Look at the celebs rolling into this country: Megan Fox – a numb skull who bad-mouthed the director who put her on the map… not to mention that she’s got weird thumbs; Paris Hilton – notorious video and a rich daddy.
Do we really need to look to people like these to tell us what to wear, where to party and how to eat? The answer...
YES! And where I come from, if we didn’t have celebrities we wouldn’t even know who to vote for!
She says: Celebrity endorsements can be very successful. Celebrities are the living, breathing credibility that advertisers seek in order to grab a fan’s attention – and wallet. When it works, it’s a handsome handshake for all involved. For us, Joe Public, purchasing an endorsed product is considered a status symbol. It seems that we crave a connection to the famous and need to buy some of their magic.
But some celebs just can’t seem to get it right – I mean what were they were thinking? Take Jessica Simpson and her chosen product, Hairdo. Hairdo apparently offers us a way to get her exact hair style with cheap clip-in hair pieces. There is even a video… but, unfortunately, the before and after demonstrations show us why bargain-bin extensions are no replacement for the designer hairstyles that celebrities like Jessica Simpson can afford.
Not to mention some truly inappropriate endorsements. In 2004 the Olsen twins featured in an ad for Got Milk? Apparently the ‘milk moustache’ was just for show, as it was soon revealed that that Mary-Kate Olsen was being treated for an eating disorder. Any food or beverage advertising campaign that employs an anorexic celebrity is surely destined to fail.
Believe it or not, Ozzy Osbourne once starred in an ad for “I Can't Believe It's Not Butter”. Rock is officially dead. Speaking of which, one of the strangest celebrity endorsements would have to be the Kiss Kasket, courtesy of the glam-rock group Kiss – an actual coffin emblazoned with images of the band and the words “Kiss forever”. The band's official website suggested that an alternative use could be as “a giant Kiss cooler”. A what?
I was trying to remember the last time I was ever motivated to buy a product because of a celebrity – and I couldn’t think of anything. Maybe celebs don’t always get it right but, although my own purchases are not celebrity-driven, I would never knock the practice. My daily drive along Sheikh Zayed Road is always brightened by a Davidoff billboard with the face of Lost star Josh Holloway brooding down at me. I’m sold.
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