Reading: Hollywood Stars come to Spain

Hollywood Stars Come to Spain

• 2006: Claudia Schiffer (Mango)
• 2005: Gisele Bundchen (El Corte Inglés)
• 2004: Nicole Kidman, George Clooney (El Corte Inglés)
• 2003: Sylvester Stallone (El Corte Inglés)

These are just a few of the Hollywood Celebrities that have recently taken to advertising Spanish brands and shops.

In 2005, the world-famous Super Model Gisele Bundchen could be seen on thousands of billboards in the Iberian Peninsula advertising clothes, bikinis and accessories for Spain's leading department store, 'El Corte Inglés' (The English Cut).

El Corte Inglés is Spain's best-known and best-loved store. El Corte Inglés is to Spain as Selfridges is to London and Macy's to New York. Whatever you need, an MP3 player, a CD, a Burberry bag or a Papaya, El Corte Inglés has it.

But why do these rich and famous superstars come to Spain?

According to Juan Morales*, Director of El Corte Inglés, "many Hollywood stars have holiday homes either in mainland Spain (Alicante, Marbella, etc) or in the Balearic or Canary Islands, therefore El Corte Inglés is their favourite department store. We pay them a lot of money and promise to run their ads only within the confines of the Iberian Peninsula".

The Superstars Agents protect their clients' reputation by demanding that "Spain only" clauses be written into advertising contracts. The clauses impose heavy penalties if the ad somehow gets shown in the U.S.

In the past, American stars confined their endorsement exploits to Japan. However, according to Brian Dubin, senior vice-president at the William Morris Agency, stars can get between $1 million and $5 million for a single overseas campaign.

US stars wish to be seen by their home fans endorsing only products that boost their image. For example, in the US, Arnold Schwarzenegger is seen advertising the off-road vehicle, the Hummer; and Sarah Jessica Parker fashionable Gap Clothes.

For many years now celebrities have been known to stoop pretty low to make some extra cash, but now they don't mind if we see it. In the near future we can expect more Hollywood embarrassing endorsements, coming soon whatever the country.

*Fictitious name

Katherine Mansfield - Queens English College

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