INSIDE STORY: Rebranding the Stars ; the Icons of 20th Century Pop Culture Are Perfect for Advertising, Says Martin Cribbs. He Turned Celebrity Detective to Match the Person with the Product
Cribbs, Martin, The Independent (London, England)
The recent use of classic Hollywood stars in high-profile UK advertising campaigns, such as Gene Kelly in the recent VW Golf campaign and Cary Grant and Jack Lemmon in the Virgin Trains ad, shows the marketing value such figures still have. Corbis " Bill Gates's online picture library " recently acquired the image rights for more than 50 of the world's most recognised personalities. It is the job of Martin Cribbs, Corbis's new director of rights representation, to find inspiring ways for advertising creatives to retell the stories of these movie icons. Seeing himself as a kind of 'celebrity detective', Cribbs spends a lot of time talking to the surviving family members in an effort to establish more about the stars' personalities.
Remembered as the busty blonde from the golden age of film, Mae West was one of Hollywood's and Broadway's most popular comedians. But beyond the blond bombshell faade, she was an extremely astute businesswoman who understood and capitalised on the changing times around her. She was deeply influenced by African-American culture and was unafraid to address risqu subjects in both her private and working lives. Bawdy and often hilarious, West was a true renaissance woman who was not only an entertainer but also took full control over her own career. West continues to be one of the most quotable personalities of the modern age. Her comedic talent and frank appraisal of sexuality have fantastic appeal to contemporary women's fun/sassy sensibility. She is the perfect celebrity on which to build a campaign targeting a feminine audience in several demographics " be that for clothes, cosmetics, cars or even financial services.
I have spent countless hours delving into Warhol's life, talking to friends, family, and business associates from the 1960s. Blurring the distinction between 'fine' and 'commercial' art, Warhol's iconoclastic paintings of soup cans and movie stars became masterpieces of the 20th century. Born to immigrant parents, Warhol earned a scholarship and was the first in his family to go to college. He invested wisely and proved that you don't have to wear a suit to be an astute businessman. He would be a fantastic representative for financial services looking to attract people with high disposable incomes.
Bela Lugosi rocketed to fame on Broadway in the role of Count Dracula in the 1927 Broadway adaptation of Bram Stoker's novel. The downside was that Lugosi quickly became typecast. Behind this success was a deeply private man who started out in the US as an unknown Hungarian immigrant and became one of the most-well respected actors within the industry. He was also a family man who remained grounded despite his huge success. His life story could provide an inventive illustration of the 'man behind the mask' theme which could work for financial planning, insurance, clothing, etc.
We have had many in-depth conversations with Maria's family that have helped to discover her background. Maria was born to modest beginnings and worked with a ferocious passion to get to the top. She had to be tough and it was because of this she developed a reputation as a diva who expected nothing but the best. Creatives looking for an exemplar of the self-made woman might think about capitalising on Callas's belief that if you work hard enough you can achieve anything. Her story could be ideal for marketing aspirational goods such as jewellery and other luxury products.
Steve McQueen left an indelible imprint as one of Hollywood's sexiest leading men. His revered …
Questia, a part of Gale, Cengage Learning. www.questia.com
Publication information: Article title: INSIDE STORY: Rebranding the Stars ; the Icons of 20th Century Pop Culture Are Perfect for Advertising, Says Martin Cribbs. He Turned Celebrity Detective to Match the Person with the Product. Contributors: Cribbs, Martin - Author. Newspaper title: The Independent (London, England). Publication date: December 12, 2005. Page number: 10,. © 2009 The Independent - London. Provided by ProQuest LLC. All Rights Reserved.
This material is protected by copyright and, with the exception of fair use, may not be further copied, distributed or transmitted in any form or by any means.