If you were a little confused seeing the Hugo Boss ad and realized that he was not the usual model, but the young actor actor Jonathan Rhys Meyers, you must have noticed that in the commercial, he doesn’t approve of the product as such. However, the only way you can relate him to the product is by the two-year contract he has signed to be the ‘face’ of the brand.

Brand endorsing, which was the niche area of young, lovely lasses is now being explored by men too, as they are increasingly endorsing men’s luxury brands.

‘Just 10 years ago, there were virtually no male fashion or grooming ads. But now there’s such an increasing noise around the men’s markets that they’re facing the same challenge that women’s brands have faced for years: how to cut through the clutter,’ explains Thomas Burkhardt, the marketing director of Hugo Fragrances.

Undoubtedly, famous brands are facing the challenge by making successful actors their brand ambassador and in turn increasing the count of ATM’s (Actors turned Models). Take for instance Ioan Gruffudd for Burberry’s London fragrance; Antonio Banderas for Police sunglasses; Brad Pitt for Tag Heuer.

Brand endorsement is a two way business. On one hand, the brand benefits in the form of elevated sales and on the other hand actors too get a chance to associate themselves to a particular audience, thereby helping them in their movie careers.

According to a study by US analysts Marketing Management Analytics, ‘The return on a successful campaign with an ATM is four times what it would have been using a model.’

So, we may safely conclude that its not only actresses who minting money in the process of brand endorsements, actors too are reaping benefits of the current trend of marketing.

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