Charlie Sheen is in rehab mode.
Not rehab for the scads of drugs he was on. That was tried and failed. Besides, all he had to do was say he was over it, and he was! That’s the magic of tiger blood. He’s now vigorously attempting to resurrect his Hollywood career.
In very few worlds is landing a half-crazy, whacked out B+ Lister as your celebrity endorser actually a step up. But in Fiat’s case, it most certainly is, landing Charlie Sheen to take over for… (arch-nemesis fist shake) Jennifer Lopez.
Jennifer Lopez is awful. In my mind, everything she touches turns to the evil pink sludge running through the sewers of NYC in Ghostbusters 2. Her commercial for Fiat was universally panned and an embarrassment to the company. This blogger called it immediately (pats himself on the back, pulls a muscle doing so). I’d like to think Fiat hired Donald Trump to come in and tell J-Lo that she was fired. I doubt that happened, but it would have been sweet.
Fiat has now retooled their campaign in an effort to boost their image here in the United States. And if there’s anyone who’s good for a company’s image, it’s Ricky “Wild Thing” Vaughn, right?
In their new ad (eerily similar to a scene in Marky Mark’s The Italian Job) Fiat plays off Sheen’s bad-boy image, showing him with an ankle bracelet under house arrest (that’s made up, he’s not Lindsay Lohan).
Rehabbing a brand image with an actor rehabbing his career is a bold strategy. The two will certainly go hand in hand.
If Fiat is able to boost sales with Sheen, it’s proof that his name is still marketable and that will surely land him more jobs in greedy ole’ Hollywoodland.
If Sheen’s career takes off again with his new show based off the sometimes-mentioned Adam Sandler movie Anger Management, then it makes him a more credible endorser, and Fiat will surely sell more.
However, everything comes crashing to a screeching halt if Sheen goes off on another rant of Chuck Lorre proportions. And that’s always a possibility when you’re on the drug known as Charlie Sheen cause “your face will melt off.”
Only time will tell if this new strategy from Fiat will pay dividends all around, but one thing is certain: having Romanian super-model Catrinel Menghia in the commercials certainly won’t hurt.
Do you agree that it’s a dangerous thing to revamp a brand image with a celebrity like Charlie Sheen? What do you think of the new Fiat commercial? Express your opinions in the comments section — we won’t judge you.