I reacted with skepticism to Hyundai’s announcement last week that it had selected a local Quebec actor as its spokesperson. The “we-have-nothing-to-say-so-let’s-get-a-local-celebrity” strategy is unfortunately a common strategy in celebrity-obsessed Quebec.
It can often work against the brand. A study conducted in the U.K. in 2002 suggests that simply using a celebrity for a testimonial instead of weaving him or her into the story is perceived as gratuitous and the brand spokesperson is seen as only doing it for the money. (I wrote about the use of celebrities in an article entitled “The Fame Game” published in Marketing Magazine in August 2006.The Fame Game)
Yet after seeing the TV spot featuring Guillaume Lemay-Thivierge and the company press release explaining the fit between his personality and reputation for extreme sports, there might actually be a credible fit.
An excerpt from the release:
The selection of Guillaume as Quebec spokesperson for Hyundai could not
be more fitting, given the similarities between the young actor's dynamic
personality and the equally exciting profile of Hyundai, which offers a wide
range of high-quality, versatile vehicles that reflect the tastes of Quebec
consumers. More specifically, the theme of the campaign will focus on Hyundai
owners, whose vehicles are so well equipped and so ideally suited to their
needs that, like Guillaume, they've become very difficult to impress.
Although just 33, Guillaume has already carved his niche among Quebecers,
having burst on the arts scene in the 1980s with major roles in both film and
television. Today, his long list of achievements speaks volumes about his
exceptional talent, as do his many awards and nominations.
Guillaume's most recent film successes include Nitro and 3 p'tits
cochons, which garnered him Jutra and Genie nominations for his outstanding
performances. Away from the cameras, he is just as prolific, with interests
that range from parachuting and rock climbing to wakeboarding, snowboarding
and waterskiing. He even has his pilot's license. In short, it takes a lot to
impress Guillaume Lemay-Thivierge...which is why he agreed to become the
Quebec spokesperson for Hyundai.
Let’s see now if Quebeckers think this wakeboarding actor is like a fish out of water at the wheel of a Hyundai.
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