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
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.