Just Asking

Michael Jordan. He basically made Nike what it is today. When he first came out of school, Converse offered him the standard shoe contract that Larry Bird and Magic Johnson had. Nike, which was a small running shoe back then, offered him his own shoe and a million dollars. … Nike now owns Converse. —Andy Mahr, creative director, TM Advertising, Irving, Texas

Mr. Bob Dole for Viagra. He stands out as celebrity endorser because we put a lot of credence in his being elected, and he’s now more famous for being erected. He’s spending his retirement time more enthusiastically. —Joe Namath for Hanes’ Beauty Mist pantyhose ranks, after 30 years, as a textbook endorsement example. Who would have thought that the NFL superstar’s legs would have resulted in women flocking to buy the product? Lance Armstrong and Bristol-Myers Squibb. First, there is a true affiliation between the celebrity and the company. Second, the endorsement had enormous visibility and impact. For a time, it seemed like everyone in the country was wearing one of those yellow “Live Strong” jelly bracelets. I keep a copy of the Apple “Think Different” spot on my computer—an Apple. The one-minute commercial featured black-and-white video footage of significant people including Albert Einstein, Bob Dylan, Martin Luther King Jr., John Lennon, Thomas Edison, Muhammad Ali, Maria Callas, Mahatma Gandhi and Amelia Earhart. A beautiful, uplifting, inspiring spot that deserved all the plaudits it received. —TK Newport [Cigarettes] still using “Alive with pleasure”? Somehow, it makes me feel dirty. TK answer It’s been out been a brilliant tagline, but it’s 2006, and it should there for a million years. —