Alessandra Ajraldi

Is it worth using the face of sports Champions to endorse a product?
We should ask that after the poor results of South Africa 2010. And it doesn’t matter if the image of defeat is the captain Cannavaro trying to cheer up his tearful buddies. But when we look at the French players who refuse to train for the game  that they also lost, there is nothing less to save!

The cases of Luciano Pavarotti, who files his earnings in a tax heaven instead of the Monte dei Paschi di Siena which he was
testimonial of or Tiger Woods, taken as a symbol of far-sighted strategies and then stumbles into fleeting adventures or the latest Cristiano Ronaldo beautiful, rich and ready to use a womb for rent to procreate ( news to be confirmed..)… had already shown the risks of taking as a testimonial an individual.

Choosing the national team, Credit Agricole believed to be safe: the boys in blue shirt shaking hands with their idols, models of loyalty, selflessness and team spirit, would have according to the transitive property transport us to the image of solidarity and paternal French savings bank.

But after South Africa 2010 the results of those commercials was a disaster!
Using sports champions as testimonials there is a specific risk: arises from contradiction between pleasure and passion of the fans, and large economic interests required to supply them. But said that, to be ambiguous is the idea of using the recommendation of famous people to sell. Isn’t more convincing to advertise based on quality product or service?

p.s. some women will admit though that the kiss of Iker Casillas (goalkeeper “campeon” of the Spanish team) to his beautiful journalist girlfriend after the worldcup final…throws it all away .. ;-)

Image:  C.Monet – Waterloo’s bridge – 1900