Nabbing $4 million for her efforts, actress Scarlett Johansson will appear in L'Oreal's celebrity-focused ad campaign joining Eva Longoria, Mila Jovovich Andie MacDowell and Beyonce Knowles. Johansson's previous celebu-campaign appearances include Calvin Klein and Louis Vuitton. Reportedly, Johansson will appear in ads displaying a range of L'Oreal-enhanced hair colors.
Gapingvoid blogger Hugh Macleod worked with U.K. wine brand Stormhoek to use blogging as a means to increase sales. It worked. Big time, doubling sales in less than 12 months. The increases didn't come from the hundred or so bottles he sent out to U.K. bloggers who might blog about it and get a few of their friends to buy a bottle. Surely, they did drink the wine and did blog about it but the big increase in sales came from what Macleod calls The Porous Membrane, the wall between internal brand conversations and external consumer conversations.
Macleod posits blogs are a good way to make things happen indirectly and that they are disruptive to the status quo. To double sales inside of a year can't possiblely come from a few more people drinking a couple of bottles of wine. It can, however, come from a vastly improved internal attitude and sales process. The simple fact that the wine was out there and was being blogged about became part of the story telling sales process. As the sales force went out to supermarket buyers and importers, there was a new, different and exciting story to tell. Additionally, a retail outlet is far more likely to take on an increased inventory if it knows the product is getting talked about. The mindset is that if they're talking, they're more likely to buy. That's exactly what happened.
Not that anyone's heard of Belarus nor is there any worry it will affect the world's modelling and advertising industry in any way, the country's president has introduced a law that prevents foreign models from appearing in any of the country's ad campaigns. Why do we even report this stuff?
Brazilian supermodel Gisele Bundchen will take over where Uma Thurman left off as spokesmodel for fashion house Louis Vuitton. Marc Jacobs explains the shift from celebu-model to supermodel telling FemaleFirst, "We just wanted a fashion icon more than the celebrity thing. I certainly feel that Gisele is iconic and recognized all over the world as Gisele. Also the clothes were hot and colorful, and we thought she would exaggerate the strength and heat of the collection." Is the clebu-model trend over? Not according to Jacobs who added, "There are all sorts of people I'd like to work with."
Coming out of apparent seclusion, Julia Roberts, the formerly high profile, $20 million-per-movie actress has signed a marketing deal, her first it seems, with Italian fashion house Gianfranco Ferre to appear in the company's ad campaign. The campaign, shot by Mario Testino in LA, will run across Europe, Asia and the Middle East. Ads will begin to appear in magazines Spring 2006.
Commenting on his selection of Robert's Ferre gushed as only a fahionista can, "What enchants me most are her presence and manner, her way of being energetic and calm at the same time and her naturally aristocratic self-possession. I love her smile: open, direct, inviting and at the same time captivatingly shy. And I adore her vitality, her natural ease, and her free spirit. Everything about her makes her the authentic Ferre woman."
As loyal readers know, it's be a long, long time since we've had reason to cover anything related to Britney Spears what with her recent transformation from pop goddess to tabloid trailer trash. But, perhaps, now there's reason to bring Britney back to the pages of Adrants by noting a group of Spears' fans has launched a site called DivorceKevin, a site calling for Brit to dump dancer/hubby Kevin Federline. Sure to provide gossipists plenty of schadenfruede, SoftPedia reports the front page of the site contains two pictures of Spears, one pre-Kevin and one post-Kevin that clearly illustrate her fall from grace. An opening statement on the site reads, "Welcome to the home of the anti-Kevin movement. Are you sick of seeing the train wreck that is Britney and Kevin? Sign the K-Fed Up Petition, grab your Divorce Kevin gear and help Britney remove the boil that is Kevin from herself and her payroll!"
Bud Light, perhaps in a nod to what we can expect from them during the Super Bow, has launched Ted Ferguson: Under the Helmet, a website featuring a slice of life look at Ted Ferguson, Bud Light daredevil, an every-man's stunt man. You never know where these things are going to go but, well, this doesn't seem that interesting. That said, it is pretty comical watching the guy treat listening to his girlfriend as an excruciatingly difficult stunt to accomplish. Perhaps this is one of those campaigns that needs to be "given legs" upon which to "blossom."
Connecticut-based Outhouse Communications has created a site for Operation Respect CT called Cut the Bull, a site that urges respect among kids, teens and everyone while hoping to eliminate bullying. At the website visitors can spread respect in various ways by making a unique, one of a kind custom respect poster, by sending friends respect notes, by downloading ringtones and by purchasing a "No Bull Shirt" T-Shirt. Outhouse is using billboards to promote the site.
Having played a girl of innocence in Cruel Intentions and a girl of less innocence in A Dirty Shame, Selma Blair will now play the face of Chanel Vision in a campaign shot by Karl Lagerfeld. Not much else you can say about these celebu-campaigns other than has any celeb not done one?
Renault in France has launched a website that does nothing but feature the company's ad campaigns, old and new. Called, On reclame la pub!, which is hard to translate wordplay hard the loosely means both "we want ads" and an old school version of "We advertise ads," the site appeases what the car maker dubs "brand fans and advertising addicts." Well, that would be us but not sure about the rest of the world. The site also has a newsletter that announces new campaign launches, screensavers and wallpapers. So if you love Renault, this site is for you. You just better be able to read French.