If you never saw the huge billboard of Obama in NY’s Times Square, then you’ll never see it again. In the world of casting campaigns, this was a big screw up (or cheap attempt at publicity). The tag line reads: ”A Leader in Style.”
Usually the talent is aware of the deal. In this particular situation, the folks at Weatherproof got a little excited about President Obama sporting their jacket on a trip to China last November. In fact, they got so excited that they lifted the picture (photographed by an Associated Press lensman), and converted it into a fashion campaign.
Previous United States Presidents have traditionally worn overcoats and business attire for “photo-ops” in China. Nixon even rocked a little fur on his coat. Obama, instead, chose the $99 jacket, which seemed gracious enough for a “shout-out” for the reasonably priced apparel line — similar to Michelle Obama’s penchant for J.Crew on TV appearances. It’s our power family living humbly in a tough economy. But Weatherproof felt the need to milk this beyond belief.
Anyway, the White House phoned Weatherproof and deaded the campaign. Embarrassingly enough, the photo was used without White House permission. Freddie Stollmack, president of Weatherproof, is copping a plea saying he got permission from the wire service to use the image. Of course he forgot to call Obama’s people for that OK too.
Conclusion: Weatherproof had to scramble to shoot a new campaign and deliver materials to the Times Square billboard in 2 weeks. Reports claim they actually pitched Sarah Palin who declined the offer. The billboard blew their 2 week deadline and is being forced to bring it down this week.
Just to add to the mockery, AMC bought the neighboring billboard for Breaking Bad (a TV show about a meth addict) with a tagline that reads: “You Got No Proof”. Instead of ”A Leader in Style,” the adjacent billboard reads: ”A Dealer in Style.” Is there no end to this?
Alas, for all those brand owners who get tempted to steal the President’s image again, White House spokesman Ben LaBolt has dropped the gauntlet: He says, “The White House has a longstanding policy disapproving of the use of the president’s name and likeness for commercial purposes.” Try Brad Pitt next time.
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