Willis' million-dollar offer isn't worth much

Despite recent evidence to the contrary, Americans really don't mind when stars involve themselves in world affairs. They just have to be careful how they do it.

Despite recent evidence to the contrary, Americans really don't mind when stars involve themselves in world affairs. They just have to be careful how they do it.

At one end of the spectrum you have Bono. After spending decades crooning protest songs, the U2 frontman earned a lot of respect in this country for his far-reaching efforts to alleviate third-world debt and hunger. In fact, there was nary a snicker this year when he was declared a finalist for the Nobel Prize.

At the other end of the spectrum there's Tom Cruise, whose crusade to make America safe from Brooke Shield's OBGYN has not played well in the press.

Now Bruce Willis is getting in on the fun, and, well, let's just say hair and an Irish accent aren't the only reasons he ain't Bono.

During a recent MSNBC interview, Willis said he'd personally give $1 million to anyone who helped capture Osama Bin Laden, Ayman al-Zawahiri, or Abu Mousab al-Zarqawi.

"I want to live in a world... where [Iraqi people] can move [around] and not have to fear being killed," he said. "And, I mean, doesn't everybody want that? Who doesn't want that?"

Good questions all, Bruce. But the US is already offering a well publicized $25 million reward for Bin Laden. Do you really think his friends are just holding out for the extra mil from the Moonlighting guy?

So what exactly are you talkin' bout, Willis? Are you genuinely trying to stop terrorism, or are you just an aging action hero trying to revive your tough-guy image? Cause being tough is kinda like being in love: The more you jump up and down about it, the less people believe it's the real thing. Just ask Tom.

  • Douglas Quenqua writes PR Play of the Week. He is PRWeek's news editor.

Ratings

1. Clueless
2. Ill-advised
3. On the right track
4. Savvy
5. Ingenious

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