Averting the Plan Just in Time

Image courtesy of www.mundoflaneur.com

With fame comes great responsibility is a parody of the famous quote, and in this case, great power is the same as the power of image and words. Often celebrities have to consider their dual function of being an entertainer and a role model as well. In other words, a celebrity has to be careful of how he/she behaves and speaks in public. Given that most celebrities are followed by kids, it is not surprising that these kids might imitate them.

Another difficult quality that is often missed by celebrities is that they are being judged for their opinion and the media is quick to grasp any statement they make. In the past, several celebrities have expressed ideas that contradicted norms, which resulted in their receiving criticism from various sectors of the society. While perhaps those celebrities did not really have malice in their words, innocent is often not how the listeners would perceive such statements.

Other than the public eye, another sector that is keen on watching the behavior of celebrities is the advertising field. The common practice is to make a celebrity embody a particular brand. Hence, image is crucial. If a celebrity is endorsing a brand of a wholesome consumer good, then he/she should be seen behaving in accordance with the values of the company owner of such product. For example, if an actor is endorsing health products, then he should not be seen drinking alcohol, as this action would run contrary to the value on keeping a sound body.

What happens when a celebrity who is being eyed to endorse a popular product suddenly exhibits controversial behavior? A company was eyeing to get a Famous Talent (FT) to endorse its very saleable product, and thus, the corresponding office (CO) was contacted to plan the offer to FT. Given his busy schedule and his assets, FT might be difficult to lure to endorse another product. However, CO was optimistic that they would convince FT to join the company.

Time has a funny way of presenting if a deal is meant to happen. In the case of FT, CO, and the product, no initial meeting ever happened because FT publicly behaved in such a way that made CO nervous. Given the reactions to FT, CO feared that their product might be affected. Instead of cementing the niche of the product in the market, the endorsement of FT might lead to negative results.

Hence, everything is still at a standstill. Lucky for CO that the company did not contact FT prior to the controversy, or else, the company would have been stuck in a nerve-wracking deal. As for FT, what he does not know will not hurt him.

‘Some people thrive under pressure, but pressure can also ruin your performance, it can push you down angles which you don't want to go.’ – Henry Cavill

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