Using the Celebrity Spokesperson

Hey, Peyton. Yes, you. Mr. Manning. Archie’s son, Eli’s brother. Mr. Good-guy boy-next-door. They’re using you. You recognized that, didn’t you? Or didn’t you?

Take “Papa” John Schnatter. He got himself in hot water by badmouthing the Affordable Care Act in such a way that he ended up looking petty. He said that in order to pay for heath coverage for his employees, he’d have to raise the price of each pizza by a quarter. Twenty-five cents. $.25. Oh, pity party. He feared it would cut down his sales.

Instead, people heard about his reluctance to allow health care for his employees and – get this – customers stopped buying Papa John’s pizza! He was watching his profits go downhill, and “Papa” had to do something.

That’s when he called you, Peyton. He needed a sportsperson who had that innocent, never-do-wrong look about him. I’m sure he pays you a lot more than the projected cost of health insurance for his employees. But what the heck? He needed to upgrade his image, and fast. Peyton, he’s using you. He wants your image to rub off on him.

And that Cable vs. Direct TV commercial. How could you think it was humorous to put down the barbershop singers? Talented, cooperative, fun people like barbershop singers are awesome. Frankly, your boy-next-door image could benefit from singing barbershop. Maybe the media would forget about the steroids shipped to your wife if you let the barbershop quartet image rub off on you. Reading the Direct TV script didn’t help their marketing plan, and the negative attitude may have cost your Q score (likability measurement) instead.

Peyton, call your agent. Let him or her know that while the money might be good, you care about your image. You’re ¬†too close to retirement to mess with your image. Someday, you won’t throw passes, and the commercial income based on your reputation may be all you have.

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