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brand ambassadors

We take a look at celebrity endorsements some successful, some less so and others who use their fame for charitable pursuits

Words by Kate Burton

elebrities are often the face of a brand their association helps sell the products. But does the company footing the bill always benefit from a celebrity association? Can it sometimes do more harm than good? And do these brand ambassadors ever offer their services for charitable concerns or is it simply about the money? Most brands begin life without a real personality. A brand by itself cant walk, talk or get photographed. But linked to a celebrity, the name of a product or a company can instantly become aspirational, glamorous and sought after. The inanimate becomes human and desirable. In todays celebrity-obsessed culture, a famous face instantly makes a product more pressworthy and the fight for column inches that much easier. Where once a celeb was the face of a beauty or perfume range, they are now also associated with
more mundane products, such as washing-up liquid or insurance. Choosing the wrong face, though, can send a product into consumer oblivion while the right ambassador can propel a brand to global awareness. Take the Saltons grilling machine, launched back in 1994. Never heard of it? Well, you might never have done were it not for an inspired partnership with former World Champion boxer George Foreman. A clever series of ad campaigns convinced millions of customers that they just had to have the lean, mean, fat-reducing grilling machine that George Foreman was so proud
Top: England footballer David Beckham. Right: Boxer George Foreman, who put his name to Saltons grilling machine
of, he put his name on it. In just 10 years Saltons had sold more than 40 million grills worldwide! In 1999, Salton even acquired permanent rights to use George Foremans name on the product line. Similarly, sunglass brand Ray-Ban were jumping for joy after Hollywood A-lister Tom Cruise wore a pair of 1952 Ray-Ban Wayfarers in the 1983 blockbuster Risky Business. Annual sales of the design leapt from 18,000 to a staggering 260,000 in a year. Cleverly, Ray-Ban milked this association and, for the movie Top Gun, they had him in a pair of Ray-Ban Aviators, making Ray-Bans then, and indeed still today, the best selling sunglasses brand in the world. However, celebrity endorsements dont come cheap. England football hero David Beckham earns a reported

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celebrity ambassadors
25.7m a year from associations with Adidas, Motorola, Pepsi, Armani and Calvin Klein, while model Kate Moss has an annual endorsement income of around 11m as the face of brands such as Rimmel make-up (3m), Burberry (1m), Stella McCartney (1m), Dior (500,000), Calvin Klein (1.5m), and Nikon (1.5m). Despite these fees its difficult for brands to gain exclusivity over their ambassdor, which could potentially cause consumer confusion. Some brand ambassadors do come without such a massive price tag, however. These are the celebrities who endorse organisations voluntarily, using their raised profile to draw attention to the worlds less fortunate. Here we turn the spotlight on five charitable ambassadors who do it for love, not money.
Jordans Princess Haya campaigns on behalf of many charities

PRINCESS HAYA

Jordans premier Princess is not only a United Nations Goodwill Ambassador, she also tirelessly campaigns against child abuse on the Internet for the Innocence In Danger group, is chair of Sport and Solidarity a group that raises money from sports events to help children around the world and is involved in the international Olympic Aid. In Jordan she is honorary president of the Queen Alia Foundation for the Hearing and Speech Impaired, an appointment she prioritises because of its connection to her mother, who set up the charity.

Actress Angelina Jolie highlights the plight of refugees worldwide

ANGELINA JOLIE

An active Goodwill Ambassador for the United Nations High Commissioner for Refugees (UNHCR), a UN agency that currently assists 20 million refugees in approximately 120 countries, Angelina uses her status as the worlds highest paid actress to generate media coverage about the plight of refugees and the conditions under which they live. Her involvement began with a mission to Sierra Leone, a small African country that has been devastated by years of brutal civil war. She has since travelled widely to remote refugee camps in countries including Tanzania, Namibia, Cambodia, Pakistan, Thailand, and Ecuador. She says, You go to these places and you realise what lifes really about and what people are really going through. These people are my heroes. royalwings

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Oprah Winfrey has helped millions of underprivileged children gain an education

OPRAH WINFREY

Believing that education is the door to freedom, Oprah set up a private charity, The Oprah Winfrey Foundation, through which she has been able to use her profile to raise hundreds of millions of dollars and award hundreds of grants to organisations that support the education and empowerment of women, children and families around the world; donate millions of dollars toward providing a better education for students who have merit but no means; develop schools; and create The Oprah Winfrey Scholars Program, which gives scholarships to students determined to use their education to give back to their communities.

RICHARD GERE

Using his celebrity status, confirmed Buddhist Richard became the face of Wyler Vetta on the condition that they agreed to donate 30 euros for each Wyler Vetta watch sold in Italy, France and Switzerland to the Healing The Divide Foundation. Richard established the Foundation in 2001 to combat humanitarian problems such as health, illiteracy, ignorance, intolerance and injustice. He believes that it does not have to be this way and that lasting and meaningful change in the world can only happen when people come together to boldly re-imagine what might be and to find creative solutions to the issues affecting them.

NEGATIVE PRESS

Brands can suffer by association should their chosen ambassador be involved in any scandal or misconduct, such as in the case of OJ Simpson and Hertz Car Rental. Back in 1988, the American sports star appeared in ads for Hertz, but he was hastily dropped from the campaign after allegations about the death of his ex-wife and her friend, followed by a trial in 1994. Not the kind of press association a brand wants especially when footage of him allegedly fleeing the scene in a getaway car was played worldwide. And its not good for companies when the star overshadows the brand, as was the case for the association between Celine Dion with Chrysler. The American car manufacturer spent $14million on a threeyear deal with the singer. It soon became apparent the arrangement was increasing sales unfortunately, not those of the car. Meanwhile, throughout the 1990s, David Beckham was famed for changing haircuts and so was the perfect ambassador for mens hair-styling range Brylcreem until 2000, when Becks shaved his head, leaving consumers to scratch theirs in wonder at what he did with all that free product!

PAUL NEWMAN

More than 20 years ago, recently deceased actor Paul Newman set in motion the opening of a camp for children with serious medical conditions. His vision helped found the first Hole In The Wall Camp in 1988, which has since grown into the worlds largest family of camps for children with serious medical illnesses, operating in Connecticut, New York, Florida, California, North Carolina, Ireland, Italy, Hungary, France, the UK and regions in Africa and Asia. His efforts have touched the lives of more than 135,000 children.