Disney Makes Better Use of Scarlett Johansson Than Reebok

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Now if ad*itive and Reebok had chosen, oh, say, Britney Spears or Lindsay Lohan instead of Scarlett Johansson for the company's new Scarlett Hearts apparel and footwear campaign which carries the headline, "I Am More Than A Cover Story," the ad might have carried more weight. While Scarlett is certainly cover story material, it's not like she captures the mind of America like some of the more famous starlets we have.

She's much better suited to the new Disney World campaign that just broke in GQ and other mags in which she appears as Cinderella along with Beyonce Knwles as Alice, Lyle Lovett as the March Hare, Oliver Platt as the Mad Hatter and David Beckham as Prince Philip.

by Steve Hall    Mar- 1-07   Click to Comment   
Topic: Bad, Campaigns, Celebrity, Good, Magazine   

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I think you're dead wrong about Reebok's choice of starlets. They chose Johansson because she is precisely very different from twinkies like Lohan or Spears. It should be pretty apparent at this juncture, that using-H2O-bottles-for-vodka and RedBull-chugging crowd are not what Reebok wanted to attract with this line. They wanted slightly moneyed, girly hipsters, who aren't 100% comitted to the gym and who want a slightly lux, lounging line. Can't say I like the clothes or think much of the designs, which are so average I'm surprised Johansson would see it as a good move to be associated with them (with the exception of the hooded sweatshirt, floppy, dress-thing that completely rips off Norma Kamali), but she was certainly a smart choice of campaign model.

Posted by: Sara on March 5, 2007 5:40 PM