Not All of This Year's Oscar Winners Are Equal In the Eyes of American Consumers Says Advertising & Marketing Expert

Not All of This Year's Oscar Winners Are Equal In the Eyes of American Consumers Says Advertising & Marketing Expert

Why Jennifer Hudson Can Sell You the Shirt Off Her Back and Peter O'Toole Can Sell You Nothing

NEW YORK, March 9 /PRNewswire/ -- Advertisers often look to stars to sell their products and some of this year's crop of Oscar winners could earn considerable extra income; or maybe not. Glenn Pere, President and Executive Creative Director of The Pere Partnership, an entertainment advertising agency whose clients include HBO, A&E, Cinemax, and more, says, "It is not an equal playing field for every actor who wins an Academy Award. Circumstances, perception, a role -- even age determine their marketability. And sometimes a nomination can mean more than a win. Here's how I see this year's Oscar winners as potential candidates to endorse a nationally advertised product:

* Best Actress -- Helen Mirren
A British actress with class and a distinguished career. Mirren's win
re-enforces the impression that she is to be taken seriously; not a
frivolous personality. Endorsements: As a handsome woman, she might
make a great addition to the new Dove ads for women of a certain age,
her visibility playing Queen Elizabeth II could be a big boon to British
tourism.

* Forrest Whitaker
His winning role as Idi Amin in The Last King of Scotland proved what a
fine actor he is. I don't see him as a pitchman for consumer products,
but he would be an eloquent spokesperson to raise funds for worthy
causes. Endorsements: UNICEF or the United Nations, or the American Red
Cross.

* Best Supporting Actor -- Alan Arkin
An actor who has been around for ages, Arkin no longer needs to prove
anything. This award justifies his talent and the esteem with which he
is held by his peers, but doesn't add much to his marketability to move
products. Playing an old man who snorts cocaine and heroin isn't the
sort of role that makes him any more marketable. Endorsements: None

* Best Supporting Actress -- Jennifer Hudson
The darling of all Oscar winners this year, the star of Dream Girls
managed to outshine even her co-star, pop culture diva, Beyonce. Hudson
has it all: beauty, charisma, youth and an inspiring personality. Not
only does her Academy Award win push her to the top of everyone's aware
list, her story makes her a shining role model for young people
everywhere and provides them with the incentive to persevere no matter
what the circumstances. Not winning American Idol is a plus -- take
that Simon Cowell! She overcame this loss and went on to bigger and
better things that might never have happened had she won that
competition. Endorsements: Any product aimed at young American women
today.

* Best Director -- Martin Scorcese
This American icon has directed some of the finest films of the last two
decades and starred in a very funny American Express commercial. His
win for The Departed is the crowning achievement of a stellar career.
He can do anything he wants. But does he need to do this anymore?
Endorsements: promoting his own movies.

"An Academy Award nomination can also provide a level of marketability for a performer that didn't exist before," says Pere. "The recognition of a nomination provides visibility that you can't put a price on. During awards season, the movie studios heavily promote their nominees. American consumers see them everywhere between the Golden Globes, SAG, Director's Guild, and finally the Academy Awards. This huge exposure sends people to the movies and provides pr for these nominees that can translate into dollars," concludes Pere. Losing the Oscar doesn't have to be a complete bust.

"Today movie stars sell products and they are even selling magazines. Models seem to have taken a back seat on the covers of most publications. Every star has a perfume and fashion line. More than ever celebrities are much sought after by marketers. And celebrities don't seem to have the aversion to doing ads whether on television or in print as they used to. So marketers have to widen their net," Pere says. He predicts the advertising possibilities for the Academy Award nominees:

Best Actor Nominees

* Leonardo di Caprio
Already the recipient of many Academy Award nominations, di Caprio is
also one of America's most popular stars, and an emerging advocate for
social causes. His good looks make him attractive to advertisers.
Endorsements: Men's clothing and luxury accessories, social,
environmental and health PSAs.

* Peter O'Toole
Forget it.

* Will Smith
Will Smith is one of those actors that everyone loves. He has had
success in movies, television and music. He is the "ultimate" family
man with a clean cut personality. His outstanding performance in The
Pursuit of Happiness this year proves he can play serious as well as
comic roles. Smith's universal appeal means he can draw both young and
old audiences, spanning all ethnicities. His personality easily
translates into a spokesperson for many products as well as charities.
But does he have the time and do he and his handlers think ads are good
for his career? Endorsements: Cell phones, audio and video
electronics, cameras and camcorders, family vacation spokesperson for
the airlines, cruise ships or Disneyland theme parks, men's clothing,
cars, credit cards, PSAs, and more.

* Ryan Gosling
A brand new face in the crowd. His performance in Half Nelson earned
him an Oscar nomination and more visibility to casting directors. With
more exposure his marketability will change. Endorsements: None for
now.

Best Actress

* Meryl Streep
This Academy Award winning actress has nothing to prove. Her leading
role in The Devil Wears Prada brought her another record-shattering
Oscar nomination bringing the total to 14. Everyone loves her except
perhaps the Hollywood stylists she doesn't hire to get her ready for her
many dowdy red carpet appearances. Not even the couture of Prada could
improve her glamour quotient this year. So she should stay away from
fashion advertising. She probably has no need to endorse anything, not
even Prada. Endorsements: PSAs, charities, and industry affiliations.

* Penelope Cruz
The nominated star of Volver, Cruz was this year's undisputed queen of
the red carpet. A great international beauty, this actress is already
well known for her hair care product ads. Her beautiful face and her
Hispanic roots will help make her a magnet for beauty products.
Endorsements: Makeup, major designer fashions, jewelry, spokesperson
for Spain's bureau of tourism.

* Kate Winslet
This beautiful British actress has always been recognized as a fine
actress. Titanic and Sense and Sensibility made her an international
star, and her visibility in the U.S. has been heightened via her
appearances in an American Express commercial. Though her work in
Little Children resulted in Winslet's fifth Academy Award nomination,
the film hasn't improved her exposure in the U.S. Her flawless
complexion, however, would make her a great choice for cosmetics.
Endorsements: cosmetics and hair care products.

* Judi Dench
We don't want Judi spending any time endorsing products. We just want
to see her play brilliant role after brilliant role. Endorsements:
None

Best Supporting Actor

* Eddie Murphy
Eddie Murphy has proved he can play funny and serious roles and sing and
dance. We have never seen the talents that he demonstrated in Dream
Girls. The favorite to win the Oscar, he didn't. The family roles he's
played over the past decade have paid off huge dividends at the box
office, but he's no longer making he kind of edgy, hip movies such as 48
Hours and Beverly Hills Cop that made him one of the highest grossing
actors in Hollywood. He doesn't need the marketing money, but if he so
chose he could do ads for the fun of it. Endorsements: fine watches,
men's fashion, cars.

* Mark Wahlberg
His transformation from boy band to Calvin Klein underwear model to a
respected, A-list actor makes him a chameleon. Today Wahlberg's name
recognition is now stronger than ever. With each new film role he
emphasizes deeper aspects of his talent. Wahlberg's role in Martin's
Scorcese's highly acclaimed The Departed puts him on a new level. His
marketability goes way up. Endorsements: Men's casual clothing,
consumer electronics, cars (remember his fantastic driving skills in The
Italian Job?).

* Djimon Hounsou
An actor who is still not a household name. His continuing excellent
performances and impressive physical presence may have a limited
marketability but in an upscale way. Endorsements: fitness
spokesperson, physical fitness equipment, clothing.

* Jackie Earle Haley
This former child star disappeared for a number of years. A nomination
for Little Children is only his second film as an adult, his career a
big comeback story. But his role as a pedophile doesn't bode well for a
successful leap into commercials. Endorsements: None

Best Supporting Actress

* Abigail Breslin
Her role in Little Miss Sunshine proved this adorable young actress also
has a great personality. Her appearance at the Academy Awards showed
she could be a great marketer for children's products. Endorsements:
kid's products including fashion, shoes, cereals, kids snacks, games and
toys.

* Cate Blanchett
Not only has this actress already won an Academy Award (for Aviator),
her performance in Babel is her third nomination. Not only has she
proven her prowess in front of a movie camera, she's an international
fashion icon in front of a photographer's lens. Her fashion sense makes
her a natural marketer for women's products. Endorsements: fashion,
jewelry, watches, eyewear, furs, cosmetics and hair products

* Adriana Baraza
Although providing a great performance in Babel, Baraza is just not well
known enough to make an impact. Her limited English would be a
liability too. Endorsements: None.

* Rinko Kikuchi
This fine actress has always shown up on the red carpet wearing crazy
fashions. She took her role in Babel, and the Academy Awards seriously
and showed up in a beautiful gown. Still not widely know, her looks and
edgy fashion sense make her a candidate for some ads. Endorsements:
hair care products, funky clothing like Betsy Johnson fashions, and
makeup.

Pere concludes, "The marketability of movie actors really depends on a number of things. You have to look at the big picture. There have been actors who have won the big award, never to be heard from again -- a one film wonder. Other actors have the total package. Top of mind is Halle Barry, Adrian Brody, Charlize Theron -- all of them have appeared in ads. These people stand the test of time and can market products accordingly." Pere adds, "The key to marrying an Academy Award win to an advertising advantage is the person; how much they are liked, if they care enough and most importantly, if they can be as believable and trustworthy on a small screen as they are on the big one."

Glenn Pere is available for interviews.

ABOUT THE PERE PARTNERSHIP, INC.

The Pere Partnership is a full service advertising agency best known for its distinctive ads in the entertainment industry. The Pere Partnership has emerged as the leading agency in the utilization of "popular culture iconism" creating campaigns that are clear, concise and visually striking. The agency utilizes a strategic approach that provides an emotional imprinting on target audiences through the expert manipulation of the most resonant symbols, icons and ideas in American culture. The Pere Partnership has developed branding and advertising for a diverse array of product and service categories, including entertainment, sports, spirits, fashion, financial services, among others.

For information, contact:

Maryann Palumbo
Maryann Palumbo Marketing Concepts, Inc.
718 680 6483 or mpmarkcon@aol.com

Source: The Pere Partnership

CONTACT: Maryann Palumbo of Maryann Palumbo Marketing Concepts, Inc.,
+1-718-680-6483, mpmarkcon@aol.com

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