Stars have long been converting their fame into money, agreeing to shoot in advertising - the history of hiring celebrities for advertising purposes for more than 70 years.
According to the managing partner of the national agency Stars and Brands Vadim Kormilitsyna, tennis player Maria Sharapova is the undisputed leader among Russians in such revenues. Last year, the athlete earned $ 1 million in racket and $ 24 million in advertising. Only a contract signed with Nike for eight years will bring her $ 70 million. Her portfolio includes brands such as Canon, Prince, Tiffany, Tag Heuer , Sony Ericsson and Land Rover.
Attracting famous athletes to advertising is more expensive than the participation of artists, Kormilitsyn notes: “Before, show business was more in demand, but now the increase in the watchability of sports, its media audience is also affecting the requests of athletes.” Millions of dollars measure the annual advertising fees of Andrey Arshavin (Pepsi, Nike, Lay? S, PokerStars.net), Alexander Ovechkin (Gillette, EA Sports, Energizer, Reebok), Andrey Kirilenko (Coca-Cola, Nike), Elena Isinbaeva (Li Ning , Lady Speed Stick).
Among the representatives of show business on advertising earnings ahead of Dima Bilan (Avon, Cheetos, Oriflame), Valeria (Gloria Jeans, “Obuv Rossii”), Kristina Orbakaite (“The Snow Queen”): their approximate income for filming in the video is $ 200- 300 thousand. “Depending on the amount of advertising per year, they get about $ 500-600 thousand,” Kormilitsyn estimates.
Actors beloved by Russians receive an order of magnitude less for participating in advertising. For example, Emanuel Vitorgan and Valentin Gaft received $ 50 thousand each for shooting in the commercials of the Grand furniture center, says Grigory Trusov, president of the Contact Expert consulting company.
Not only domestic artists are attracted to brand promotion. So, in 2010, Trust Bank launched an advertising campaign, the face of which was Bruce Willis (about $ 1 million). Earlier for the same money, Sylvester Stallone starred in an advertisement for the Synergy company Russian Ice vodka. The record contract for Russia - 1,5 million euros - was signed with L`Etoile by the French singer Patricia Kaas. This list may be continued by Jason State (automobile oils of Gazprom Neft G-Energy, 100 thousand euros), Jackie Chan (Kaspersky Lab antiviruses, up to $ 1 million), Emir Kusturica and Gerard Depardieu (Baltimore ketchup, $ 50 thousand and $ 250 thousand, respectively). About this writes the magazine Kommersant-Money.