Category: De’Entertainment

  • Caroline Wozniacki Gets Proactiv

    Two weeks ago it was announced that current world number 1, Caroline Wozniacki, would become a new spokesperson for Proactiv solution, a product of Guthy-Renker. It has been reported that Wozniacki’s deal will last a period of two years and is worth several million dollars. This is a bit funny, considering Caroline recently usurped the world number 1 title from Serena Williams, who was a pervious Proactiv spokesperson as well.

    Caroline has proven herself as a contender on the court this 2010… Unless you take into account that she still hasn’t won a grand slam yet. But, Caroline has been the most consistent on tour, in addition to having won the most tour titles this 2010. More importantly for brands, Caroline now has the world’s attention as the game’s golden girl. Tall. Blonde. Beautiful. Sound familiar? Anna Kournikova perhaps? Caroline referenced Anna as one of her idols during a post-match interview at the 2010 US Open.

    Now some may say she’s selling out. Some may say that she’s going to lose focus on her tennis just like Anna did. I say, more power to Caroline. Yes, all athletes’ number one priority should always be their craft, however it is possible to be successful on the court and expand yourself as a brand. All the top athletes in the game have done it at some point or another. I may not be crazy about Caroline’s game on the court, however I do think that her presence with brands can be good for tennis. She has exemplified some great qualities in her personality in interviews, and her smile is always a joy to see on the court.

    Take a look a Caroline’s commercial for Proactiv for yourself:

    Some of my notes from the commercial:

    • Did you notice how the format of the commercial is different other Proactiv commercials e.g. non-informercial?  Compared to a Proactiv commercial of say… Justin Bieber.
    • The first half of the commercial features Caroline on the court and off.  On the court she’s doing the usual looking pretty while swinging the tennis racquet.  Off the court, she’s featured doing a couple of workouts, including her doing one of her favorite non-tennis workouts–-shadow boxing.
    • The second half of the commercial goes into an interview format and Caroline is filmed being interviewed by a mysterious voice off camera.  Her answers do sound true and honest. I mean the dad comment?  That’s a little sad and but hilarious!  I’m not so much a fan of this interview format because I don’t think it could carry viewers through to view the rest of the commercial.  I’m wondering if this was done because Proactiv didn’t think Caroline could carry herself through the commercial by narrating it on her own.
    • Will Caroline’s Proactiv commercial air in the US at all?  I’ll be sure to keep my eyes open during late night television commercials.  My initial thinking is that this commercial most likely won’t see much airtime in the US.  Though Caroline is a huge star around the world, Caroline is still a stranger to the US, if not unknown.  Also, did you notice how there were no pricing portions to the commercial, or a 1-800 number to call?
    • I’m still holding out that this is still a rough cut of the commercial.  If you noticed during the interview portion that the way it’s cut is not so clean.  Or maybe this is a commercial that was made for the internet so viewers could get to know Caroline a little more than an infomercial would.
    • Pet peeve: eyebrows.  1.) The make-up artist that worked the commercial should not be hired again for Proactiv commercials 2.) Somebody please take the tweezers away from Caroline.  For as much money as Caroline is making for this Proactiv deal, couldn’t they have given her some better (even) eyebrows?
    • Overall, I thought the commercial was cute, and I loved the vibrant colors.

    So what’s next for Caroline?  Will she go the Maria Sharapova route and release a perfume?  Will she appear in a music video a la Elena Dementieva (this is a must see)?  If so, for what artist?  McDonalds?  Energy drinks?  I don’t doubt that whatever or whoever Caroline partners with in the future it will be huge.  She has a big January/February ahead of her.  She had a slow start to the beginning of her 2010 campaign so there are plenty of points up for grabs for her.…

  • #DigitalDeath #FAIL

    On December 1,, an organization dedicated to the fight against AIDS worldwide launched a social media campaign entitled “DIGITAL DEATH.”  In short, the campaign gathered up some of the world’s most followed Twitter/Facebook using celebrities, and laid them to rest on Twitter and Facebook until $1 million dollars is raised.  (You can read the website’s entire explanation here.)
    I think this a novel idea, but I just do not believe that will be garnering the response it may have hoped for.  Here are some of my notes on the campaign:
    • Usually when I donate something to charity it is out of the goodness of my heart.  With the Buy Life campaign, it is a cross between fighting against AIDS, and buying to get our beloved celebrities back to tweeting about that turkey sandwich they’re eating.
    • When I think of the word “buy” I think of something that is palpable to me in the present.  Of course I understand the play on words and the concept to the campaign, but I just don’t feel the word “buy” invokes charitable feelings inside of me.
    • While these celebrities are absent from Twitter, how will more of their fans find out about their cause.  The assumption is that followers will flock to these celebrities Twitter pages.  In reality a large percentage of people are using third-party applications to tweet from, or tweet from their mobile phone.  Users on Twitter will not receive any notifications that these celebrities have “died” unless these celebrities actually tweet about it.
    • When you research statistics on the usage of Twitter in the US, you will find that the engagement by users is far lower than what you might assume.  A large percentage of Americans have heard of Twitter, but still far less are registered members, and even less are actively taking part in tweets.  (This is one of the many articles I referenced on this matter.)
    • Of the 18 celebrities that are taking part in this campaign, according to TweetLevel, a website that calculates users’ influence on Twitter, only 1 (Kim Kardashian AKA @kimkardashian) lands in the top 20.
    • What happens when these celebrities come back to life?  Of course the return is that the money spent is going to save lives.  However, the truth of the matter is that people will actually want something in return.  Think about charitable contests in school.  Will these celebrities be throwing us a gigantic pizza party sponsored by Pizza Hut?  Will they entertain us double of that which they did on Twitter by telling us where they are spending their loads amount of money?  It just doesn’t add up.
    • If I were to embark on a charitable campaign that played on the idea of consumerism, I would make sure that the return to the consumer is something that is palpable or can be available to them at some point.  A concert perhaps?  A special apperance?  A meet-and-greet?  (Margaret Lyons over at reminded me of a great example done by Stephen Colbert for Donors Choose.)