LAST CALL: Renault's 'Bob' is just a regular Joe

The next time you consider possible spokespeople for a new

campaign, think about this cautionary tale from Colombia:



Ad execs wanting to hype a new Renault sedan created a rich US bachelor

named Bob Harris to delight hordes of Colombian women (and a few

men).



Seems 'Bob,' a blond, tanned executive who raced cars, was seeking a

Colombian bride to share his lonely Virginia mansion. He got 6,000

e-mails and Web page hits, and 30,000 calls to his toll-free number.



But 'Bob,' a Pisces who claimed to be 'solvent, faithful, sincere and

romantic,' a lover of merengue and salsa dancing and friends with his

brother, Alex, a Mormon missionary, is sadly unavailable. The Lowe &

Partners ad agency in Bogota admitted the dreamy American is actually a

British oil worker trying out an acting career.



The consolation prize to one of the thousands of heartbroken women who

wanted to marry the motor pitchman will be a new Renault. Hey, better

than the consolation for most failed relationships - some bad CDs, a

bottle of cheap chardonnay and a pint of Ben & Jerry's.



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