Chery, China’s biggest carmaker, said this morning at the Beijing Auto Show that it has hired last year’s FIFA World player of the year, the Argentinian Lionel Messi, to promote its luxury Riich brand.
"Messi is the best football player in the world, and thus he makes a great ambassador to represent out premium Riich brand," said a spokesman.
The news brought a smile to my face. I can’t help but wonder if China is now going to follow the example set by Japan and Korea in hiring superstars and putting them in cringeworthy commercials.
Watch, for example, David Beckham’s work for the Japanese confectioner Meiji. "Like the blooming flowers, one love, one peace. Like the new Fran: be sweet," squeaks Beckham in this commercial (YouTube)
And will Qinghai yoghurt follow in the footsteps of this Japanese company that got Sean Connery to sing along with this Biogurt ditty? (Also Youtube)
I can’t wait.