We’ve all heard that the trick to life is showing up, but there is much to be said for hanging around too. Just ask Betty White, 90, who has enjoyed a well-deserved resurgence in popularity these past several years. From hosting Saturday Night Live to a run in popular Snickers commercials that aired during the 2010 Super Bowl, Ms. White is parlaying her wit, longevity, and self-deprecating sense of humor into a lucrative career as a spokeswoman.
Tide Vivid White and Bright products has enlisted Ms. White in a slew of humorous commercials that leverage not only her accessible humor but the serendipity of her last name. This article in The New York Times elaborates, “Susan Young, a creative director at Saatchi & Saatchi, said that while Ms. White’s last name was a happy coincidence, the reason she was cast is that her personality represented what Tide Vivid was trying to cultivate.”
In an era when celebrities and other real-life spokespeople appear intractably prone to controversy and poor decisions, Ms. White’s grandmotherly appeal and renegade personality render her almost bulletproof to anything life can throw at her. After all, Ms. White has been there and done that. For Tide, a brand that deals with life’s messes, well, how could it go wrong with Ms. White? That’s savvy PR.
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