In the past we’ve commented on the ridiculousness of big brands giving “creative director” titles to celebrities who can’t open a successful movie: Justin Timberlake, Ashton Kutcher, Will.I.Am, etc. But the current “are they or aren’t they” status of Alicia Keys and BlackBerry nicely illustrates how awkward the whole trend really is.
In case you haven’t looked up from your iPhone screen in three years, BlackBerry is about to join Friendster and Pets.com in the “I knew you once” graveyard. Today the company announced that it will replace its CEO and fire 40% of its staff, but Keys apparently won’t be among that number.
While everyone insisted that Keys would be doing real-life work for the brand when they hired her, they now risk making themselves look even worse by keeping her on.