Tuesday, September 7, 2010


Greeting me upon my arrival at Inch’ôn/Incheon International Airport a couple of weeks ago were some huge posters featuring a suave and debonair Pierce Brosnan seeking to lure me to one Paradise Casino. His image, flanked by several attractive women, was part of a similar ad that was on the cover of the latest edition of the Seoul Tourist Map (English edition; apologies for the blurry photo).

Several questions arise:

1) How much Photoshop? I suspect that Mr. Brosnan didn't need to pose with the ladies but rather had his image electronically added to the scene. I wonder whether he even needed to pose holding the Ace of Spades or is this photoshopping magic too?

2) Is Pierce aware that his image is being used in this way? I suspect, given the internationally-oriented nature of the ads, he would have to be. Of course Western celebs in Asian ads is hardly new.

3) Is this ad effective? I don't suppose that many actually believe that if they venture to the Paradise Casino they might find Mr. Brosnan (or Mr. Bond for that matter) at the Blackjack table. So what, then, is the payoff? Brand/name awareness? If so, aren't their cheaper ways to accomplish this?

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