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Mario Bautista, has been with the entertainment industry for more than 4 decades. He writes regular columns for People's Journal and Malaya.

Jun 15, 2012

Are Foreign Celebs Like Zac Efron And Ian Somerhalder Effective In Endorsing Local Brands?

HAVEN’T YOU noticed that local clothing brands have been getting a lot of foreign celebs as their model endorsers lately? Among those recruited were Michael Trevino and Ian Somerhalder from “The Vampire Diaries”, Ed Westwick and Leighton Meester from “Gossip Girl”, Zac Efron from “High School Musical”, Joe Jonas from Jonas Brothers and even Thai actor Mario Maurer who’s now shooting a film with Erich Gonzales for Star Cinema.

We’re sure the companies who got them are paying them big, and in dollars at that. But we asked ordinary people if they are familiar with these foreign celebs and the answer we often get is another question: “Sino yun?” Precisely. We don’t think the masa viewer knows them as their shows are not exactly big hits locally. Only those with cable could watch “Vampire Diaries” and “Gossip Girl” as they’re not shown on free TV. As a matter of fact, Zac, Michael and Ian even admitted in interviews with them that nobody gets them as endorsers in the U.S. and their endorsements here are their very first. We’re the only ones giving that much importance to them.

We honestly believe that the masa crowd is really more interested in following the lives and shenanigans of local artistas and celebrities. But the companies who got these foreign endorsers obviously think that the ordinary Juan de la Cruz is still plagued with colonial mentality. Well, who knows, maybe they’re right. Unless a formal survey or study would be taken to ascertain how effective these endorsers are in selling local products, we’d never really, fully know.