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Brands have long recognized the value of finding the perfect masculine embodiment for their products, be it Theodore Roosevelt touting the steady aim of A.H. Fox shotguns in 1909 or Brad Pitt flashing his stainless-steel TAG Heuer wristwatch a century later. The effect seems to work best on those occasions when a legendary man is pitching a brand with a comparable pedigree. Was it not just a wee bit more stirring to see Mikhail Gorbachev riding in his limousine athwart a Louis Vuitton duffle than, say, Fabio praising the creamy goodness of I Can’t Believe It’s Not Butter?
Effective as the solo pitchman may be, however, there’s an even deeper level of branding—one almost instantly more interesting, emotional and credible—to be had when the leading man brings along his father or his son for the photo shoot.
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