If you pay a celebrity millions of dollars to be in a commercial for your product – not just doing a voice over, but actually IN the commercial – you want the talent on camera the majority of the time.
Think Jennifer Aniston in an Aveeno commercial, or Rob Lowe for DirectTV.
Those companies got their money’s worth out of their celebrity spokespeople, didn’t they? The last spokesperson for this particular company was game for anything the role entailed, and she was on screen during at least half the commercial.
The company naturally expected the same of the new spokesperson.
But they did something really dumb:
They gave the new talent approval over her image.
This a person who is wildly controlling about the way she looks, and who demands that her image reflect the kind of perfection that she simply doesn’t have in real life.
By the time our celebrity sifted through the hours of footage they had taken, there were only a few seconds of film that she was willing to approve… and only after those few seconds were highly edited to make her look taller and thinner!
Old Spokesperson: Kate Upton
New Spokesperson: Mariah Carey
“Game of War” video game