“Safe, Strong – Yet Supple” – According to Benedict (…but “Why Dunlop?”)
Making the rounds on Twitter today was the news by Dunlop China announcing a 2-year agreement with actor Benedict Cumberbatch to be their spokesperson, with a new ad campaign scheduled to debut in July. Print items feature a sophisticated and dapper image of the man known by Chinese fans as – wait for it – Curly Fu, (thanks to the popularity of the Sherlock series in that country), along with the slogan “Why Dunlop?” – followed by “safe, strong yet supple – the choice of car enthusiasts”, and “Dunlop – Established 1888” (Thanks to MollyDobby’s Tumblr translation/post.)
Another pic features a “quintessential” British theme:
I love how one of the Dunlop ads with Cumberbatch has this cheesy ‘stately manor with butler’ background. pic.twitter.com/8cYDd1aQ3V
— Cumberchicken (@Cumberchicken) June 21, 2014
Some may associate Cumberbatch’s paid endorsement with Dunlop with a certain film starring Bill Murray and Scarlett Johansson.
The Chinese Why Dunlop photo with Cumberbatch reminds me of Lost in Translation… Suntory Whisky!
— @garnant@bologna.one (@garnant) June 21, 2014
The most common reaction was one of surprise when the Twitterverse began filling with images of the sculptured, sophisticated face on a poster for…tires. It’s not uncommon for actors to endorse products, especially in overseas markets, but when it happens to a performer you like, fan reaction isn’t always welcome (although the pay for such work means Benedict has joined the ranks of other international celebrity endorsement names you may recognize: George Clooney, Julia Roberts, Leo DiCaprio, Gwyneth Paltrow, Brad Pitt, Nicole Kidman, Tommy Lee Jones – and yes, Scarlett Johannson. (Go check them out. It’s worth it.)
What might surprise fans, however, is that Cumberbatch’s connection with Dunlop may just make sense (not that it need to, since we’re not the ones making those decisions. As we learned from the Ed Sheeran interview in The Telegraph, Benedict Cumberbatch may want to do a project, but he also listens to his agents, both in England and the U.S.)
So, why Dunlop? First, we need to change gears and go back to the other successful ad campaign involving Benedict Cumberbatch: Jaguar.
Yes. Many fans like those ads very much.
There’s the 3-minute introduction to the “New Jaguar XKR-S” narrated by…Benedict Cumberbatch:
In 2012, Jaguar asked, “How Alive Are You?” – and a blonde Benedict was on camera telling us:
Earlier this year, Jaguar introduced the “It’s Good to Be Bad” campaign, and who lent his name and voice in paid sponsorship, albeit not in the same ads starring Tom Hiddleston, Ben Kingsley and Mark Strong? Oh, yes. Cumberbatch – in the ad with the growl:
http://youtu.be/4pKKhjIICxU
So, is Benedict disloyal to Jaguar for becoming a spokesperson for Dunlop? Well, not exactly. Remember in April 2014, when British Airways published a profile and photo series on Cumberbatch as he drove a Jaguar F-Type V-8 convertible on the car manufacturer’s winter driving course…in Finland? In the profile, Benedict was described as Jaguar’s brand ambassador, as well as the owner of a “shiny black XKR sports car.”
A check of Jaguar’s site covers many options available on their line-up of performance cars, but nothing specific to the tires. However, a search of Dunlop and Jaguar XKR did bring a little tidbit. Although there is no date indicated on the post, at one time Dunlop U.K. had very close ties with Jaguar, sharing a post with a headline that reads:
Dunlop sole supplier of Jaguar’s most powerful cars, XKR and XFR
– as well as promoting the partnership thusly:
“The latest example of this partnership is Jaguars most recent high performance development, the Jaguar XKR and XFR. This powerful Jaguar is powered by a 5.0 Litre Supercharged V8 engine and equipped with Dunlop SP Sport Maxx. To fit these super engine cars, Jaguar chose Dunlop Sport Maxx as 100% fittement. A tyre with outstanding performance especially in dry handling, designed for luxury sport vehicles and also available in sizes for tuned cars.”
Other car review sites list other tire suppliers, such as Pirelli, but it’s difficult to find more detail about preferred tires on the Jaguar site except their recommendation to select the tires they recommend – naturally.
Being a fan of an actor or celebrity doesn’t require that I appreciate all their work (*cough* Four Lions *cough*) , but I don’t think my lack of adoration gives anyone sleepless nights. (If it does, my apologies.) I also try to remember that being a high-profile performer presents opportunities of a lifetime – and paychecks that help ensure financial security (or even just a chance to amuse one’s self.)
Perhaps we should just take our cues from Dunlop China.
Beginning in July 2014, let’s be “safe, strong – yet supple” – even if we’re not the choice of car-driving enthusiasts. Curly Fu will be most honored, I am sure.
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