Celebrity Brand Ambassadors Can Hurt You...

I realize that this is one of my favorite topics, probably because I used to spend good chunks of my days prospecting, negotiating and in some instances signing agreements for "friends of the brand" or "partners".  And it is particularly ironic that the brand that has in many ways refined the celebrity partner business model down to a seemingly exact science has had such phenomenally bad luck this year.

Yes, once again it is Hublot that I am writing about.  Now there are some cynical (as well as simply pragmatic) people out there who will smile and say and make "if it bleeds it leads" references.  Whether or not that is the case is down to the Hublot brain trust.

So the good (1 or 2), the bad (too many for many other brands' comfort) and the ugly -

1.  Bar Refaeli - recently detained in her native Israel over allegations of tax evasion.  I will defer to the informed folks at Vogue for the info:
http://www.vogue.co.uk/news/2015/12/18/bar-refaeli-detained-israeli-police-tax-evasion-accusation

2.  Floyd Mayweather - Perhaps we've "beaten-up" on him enough...
sorry, couldn't resist.  Mr. Mayweather has yet to get out from under the clouds of accusation regarding domestic violence.

3.  FIFA - Don't get me started ; )
But with the hearings this week, it may finally come to pass that Blatter and his cronies will finally be evicted from the halls of power.  And at that point it might be time to revisit that CNN interview -

http://www.cnn.com/videos/tv/2015/10/16/exp-jean-claude-biver-ceo-of-tag-heuer--chairman-of-hublot-discusses-fifa.cnn


4.  The "Special One", Jose Mourinho - In fairness, I think he is a gifted coach.  By that same token, a wise man knows that it is always best to leave the party while it is still full.  In other words, when things are going badly, never assume that you will be immune to the sack.  Mr. Mourinho was handed his walking papers earlier this week.  As yet no Big Bang "Special Ones" have been spotted on Ebay.  Let's hope he lands on his feet.

5.  The Los Angeles Lakers - in fairness, this might have been simply about timing, or an intern in Nyon not getting the message and failing to update the Hublot website for several days after it was announced that the Lakers were in fact in a newly announced partnership with Tissot.  In the end all was updated, but it did not make for a great impression, particularly as that partnership had only run for about one year.

And the good - probably more than I am giving credit to, but Lang Lang and his support for WildAid is a great ambassador.  Will Hublot make a WildAid watch - you know, "the fusion of charity with branding"?  It remains to be seen.

A Brand Ambassador I Can Get Behind - Thank You Hublot!

Regular readers are aware of my sometimes less-than-enthusiastic response to brand ambassadors.  Having said that - leave it to Hublot to do something that makes me PRAISE THEM for doing something positive!  I will say it simply like this - if I could afford it I would go straight out and buy a Big Bang RIGHT NOW because they have shown all of us something with this, and they are to be thanked and applauded!

I am not generally one to gush, but I am gushing!  THANK YOU HUBLOT!

Lang Lang is many things - a world famous musician, symbol to Chinese people around the world - and (most importantly to me) a strong supporter in the fight to end the Ivory trade and protect elephants.  So, first the "Tempus Fugit" required Public Service Announcement - and then completely unfiltered, Hublot's press release regarding Lang Lang's latest concert endeavors - spoiler alert - Hublot is doing something VERY, VERY POSITIVE!

Courtesy of Hublot

And because it is so important - I am putting the "happy ending" right here so you bear it in mind:

This concert also marks Hublot's support for Lang Lang‟s work to prevent illegal trading in ivory from elephant tusk. The young prodigy is committed to supporting the Ivory Free campaign with Wild Aid, The African Wildlife Foundation and Save the Elephants. Hublot is backing the cause for two months starting in July by donating part of the profit from its St- Tropez store. 


Apologies in advance, I have yet to master the "embedding science" to make the frame fit without spilling into the side banner ads!



And now onto Lang Lang's summer concert events courtesy of Hublot -

HUBLOT AND POP-UPS
THAT MAKE A LASTING IMPRESSION
Summer getaways with Lang Lang in Porto Cervo & St Tropez
Summer has just begun. The diaries of the Swiss watchmaker and the talented pianist are booked up. Stopping off from his world tour—with more than 80 dates from Singapore to London via San Francisco—Lang Lang gave two pop-up concerts in two temporary summer sites. 30 minutes of improvisation for moments that will last forever.

Courtesy of Hublot

Like a real rock star, the 32 year old virtuoso has conquered the word of music in its broadest sense. With his trendy look, his talent and his generosity, he transcends classical music and blends every tempo. His renowned duos with the Four Horsemen from Metallica, Jazzman Herbie Hancock or the Tenor Placido Domingo have demonstrated his boundless mastery of the ivories and the ease with which he permanently reinvents himself. His spontaneous music is built from improvisations. Lang Lang is audacious and sets out to surprise. No repertoire is beyond him. This on stage phenomenon has followed an atypical route to stardom and he has a sparkling and generous personality whose aura melds perfectly with the Hublot philosophy.
The internationally renowned prodigy did not shrink back from adding to the 80 tour dates that already fill his diary. Two locations, two audiences and two improvised repertoires for two exclusive concerts. His passion makes the young man tireless. He has boundless energy and takes pleasure in sharing his music and emotions. It would appear that he has more in common with Hublot than first meets the eye.
Musical summer getaways

Destination – The Mediterranean coast 

PORTO CERVO–July 1, 2015
The young pianist gave an original and unique private concert in Harrods‟ Village in the heart of the Porto Cervo Marina. Lang Lang improvised on stage for 30 minutes drawing his inspiration from his surroundings. An exclusive concert on the sidelines of his world tour, to which 50 friends and elected representatives were invited by Hublot.

Lang Lang came to the Emerald Coast by boat. Like many artists, the virtuoso has his rituals and his cherished items; he never performs without his own piano, a Steinway, and his watch, a Big Bang Carbon Bezel Baguette Diamonds.


The fact he was there on that day was not down to chance. A major event occurred on July 1, the official inauguration of the Hublot summer store in the Harrods‟ village at Porto Cervo, of which Hublot is a partner. Ten golden fingers cut the ribbon. 

ST TROPEZ –July 2, 2015

600 km and a few hours later, the pianist landed in St Tropez,and was welcomed by Jean- Claude Biver, Chairman of Hublot and Chairman of LVMH Watches Division. After a warm welcome in keeping with Hublot‟s style, all the guests went to Club 55 to celebrate his birthday.
Early in the evening, Lang Lang was expected in the heart of the Citadelle. He performed in the famous Place des Lices at White 1921, a pop-up boutique hotel. The virtuoso gave free reign to his imagination for 30 minutes of improvisation.

This concert also marks Hublot‟s support for Lang Lang‟s work to prevent illegal trading in ivory from elephant tusk. The young prodigy is committed to supporting the Ivory Free campaign with Wild Aid, The African Wildlife Foundation and Save the Elephants. Hublot is backing the cause for two months starting in July by donating part of the profit from its St- Tropez store. 

Nuking the PR Fridge with Hublot

Hublot partnerships are becoming about as unique and special as, I don't know, a Hublot partnership...

Shamelessly borrowed from the internet

So hang onto your hats sports fans, here's the latest "exclusive"partnership trotted out by the folks in Nyon -

Courtesy of Hublot

So behold, the Big Bang Unico Bi-retrograde Chronograph Limited Edition for the Guangzhou Evergrande Taobao FC.  No, if I'm honest I've never heard of this team either.  But Hublot's press release dispelled all of my doubts -

Guangzhou Evergrande Taobao Football Club, as one of the top football clubs in Asia, has achieved outstanding triumphs. From 2011 to 2014, the club made it to the top of Chinese Football Association Super League for 4 consecutive seasons. In 2013, Evergrande won the first place in AFC Champions League and became the first champion of the league in Chinese football history. Behind these brilliant achievements is Evergrande's spirit of proactive self-improvement, breaking limits and never give up. And it is Evergrande's spirit that has moved countless football fans and become the best interpretation of Hublot's spirit of pioneering and innovation.

I'm not sure about the grammar, but with a "spirit of proactive self-improvement, breaking limits and (my personal favorite) never give up" ...

For "realsies"?

But with a team slogan like "Be the Best Forever" I have absolutely no doubt we'll be hearing quite a bit from this amazing team in the near future...

And in fairness, perhaps I do not follow football in China as closely as I should.

Courtesy of Hublot

And as if that wasn't enough, what's a circus without two other Hublot ambassadors to further confuse the message?  Hublot's ambassadors Lang Lang and Pele himself were there as well!

But wait, there's more!  Mr. Fabio Cannavaro, the new "executive chief coach" was there!  I have a shiny new Hublot Big Bang for the person who can explain (rationally) what the f*&(k an "executive chief coach" is...

Here's the thing - I am GLAD, THRILLED, ECSTATIC that Hublot "loves football" -  but what I'd really like to see is, I don't know, some of that Hublot "magic money" go to fund football in countries that actually really need the help.  Plenty of kids in India, Kenya, Tanzania, and other "less sexy" places like to play football too.  And continuing a partnership with FIFA which is about as corrupt as an organization gets is NOT something I would be proudly announcing.

Partnerships like these are beginning to get extremely cynical, but as a friend mentioned to me, it's not a bad business plan - create a partner watch and you're guaranteed to sell 40 or so pieces.

Here's the thing - Hublot is not a charity, it is a company that makes watches - very nice watches.  And they do a lot of good - but they don't publicize this good NEARLY enough.  When all I get in the "in box" is another "here we are with this famous person" it makes me feel a bit like the expectation  of Hublot's PR office is that we should all be sycophants, and just "drink the Kool-Aid".