These
are just a few of the Hollywood Celebrities that have recently
taken to advertising Spanish brands and shops.
In
2005, the world-famous Super Model Gisele Bundchen could be
seen on thousands of billboards in the Iberian Peninsula advertising
clothes, bikinis and accessories for Spain's leading department
store, 'El Corte Inglés' (The English Cut).
El
Corte Inglés is Spain's best-known and best-loved store. El
Corte Inglés is to Spain as Selfridges is to London and Macy's
to New York. Whatever you need, an MP3 player, a CD, a Burberry
bag or a Papaya, El Corte Inglés has it.
But
why do these rich and famous superstars come to Spain?
According
to Juan Morales*, Director of El Corte Inglés, "many Hollywood
stars have holiday homes either in mainland Spain (Alicante,
Marbella, etc) or in the Balearic or Canary Islands, therefore
El Corte Inglés is their favourite department store. We pay
them a lot of money and promise to run their ads only within
the confines of the Iberian Peninsula".
The
Superstars´ Agents protect their clients' reputation by demanding
that "Spain only" clauses be written into advertising contracts.
The clauses impose heavy penalties if the ad somehow gets
shown in the U.S.
In
the past, American stars confined their endorsement exploits
to Japan. However, according to Brian Dubin, senior vice-president
at the William Morris Agency, stars can get between $1 million
and $5 million for a single overseas campaign.
US
stars wish to be seen by their home fans endorsing only products
that boost their image. For example, in the US, Arnold Schwarzenegger
is seen advertising the off-road vehicle, the Hummer and Sarah
Jessica Parker fashionable Gap Clothes.
For
many years now celebrities have been known to stoop pretty
low to make some extra cash, but now they don't mind if we
see it. In the near future we can expect more Hollywood embarrassing
endorsements, coming soon whatever the country.
*Fictitious
name
Katherine
Mansfield - Queens English College
