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December 02, 2010

Hollywood A-list actors can't hide their overseas ads any longer

By T.L. Stanley on Thu Dec 2 2010

Once upon a time, A-list American actors like George Clooney and Brad Pitt starred in ads that were intended to be seen only overseas, a practice that lined their pockets but didn't ding their personal brands at home. Over time, we all figured out how it worked. Conan O'Brien had some fun with the concept in a meta Super Bowl spot for Bud Light, and before that, Bill Murray gave us the Lost in Translation spin. Nowadays, anytime a celeb shills for a product, we're all likely to see video evidence of it immediately, even if we're not the target. Case in point: Julia Roberts plays a mute and radiant Venus in a new Italian commercial for A Modo Mio coffee. Since I don't speak Italian, I'm guessing from the context that she likes the brew enough to smile, laugh and wink in response to a taste test. For a reported $1.5 million payday, she's pretty convincing. It's no Alec Baldwin and mom strolling through Wegman's, but it'll do.

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