The luxury Swiss watchmaker Omega sees itself as a pioneer: it was the first company to put a watch on the moon. In 1995, to combat a slump, Omega hired Cindy Crawford, the world’s highest-paid supermodel, to be its “brand ambassador”—a new kind of marriage between celebrity and commerce. The watchmaker’s sales rose substantially, and brands worldwide have followed suit. This week, the actor Scarlett Johansson signed on as the first-ever “global ambassador” for SodaStream , which sells snazzy home-carbonating technology. The multi-year deal will formalized, and fêted, on Friday , in Manhattan.
Visit http://axa-equitable-life-insurance.itpatil.com/ for AXA Equitable Life Insurance Blog, News and Reviews.
Sexiest Woman Alive ; she is also a prolific spokesmodel. Martin Scorsese recently shot a campaign , for Dolce & Gabbana, in which Johansson sits, in black couture, in the passenger seat of Matthew McConaughey’s vintage convertible. She has also appeared in ads for Moët & Chandon, and mugged for the fashion label Mango. It strains credibility when, in the SodaStream teaser, Johansson says, of the Super Bowl commercial, that she never thought she’d appear on “such a huge platform. Being able to do something that’s really flashy and eye-catching: it’s fun and something I don’t normally get to do.” Still, it’s true that Johansson stands for more than glamour. She has campaigned for the Democratic Presidential candidates in the last three elections. She has hosted fund-raisers for Barack Obama and spoken at the Democratic National Convention . Her twin brother worked for the President’s 2008 campaign, and she gushed to Politico about exchanging e-mails with Obama. Johansson also serves as Oxfam’s “ global ambassador .” A video that she made at the Dadaab Refugee Camp, in Kenya, makes clear that she wants to use her celebrity responsibly. The Politics of Celebrity Ambassadors - New Yorker (blog)