Celebrity Spokesperson: Weighty Considerations

from People.com

We’re all familiar with celebrities endorsing diets. Some seem more genuine that others. Certain actors use their role as spokesperson to increase their exposure or energize a lagging career. Others, Jennifer Hudson comes to mind in this group, appear genuinely committed to making changes and invested in the process. As a nutritionist I’d like to think I can sniff out sincere dedication but the more I think about it, I'm not sure the public responds to motivated spokespeople as much as they do to results and physiques they find aspirational. No matter how fantastic a celebrity transformation-buyer beware. You must closely scrutinize the means to the (smaller) end. Look closely at the plan and not just the "packaging".  Last week, The New York Times examined celebrity spokespeople for various diets in “When Dieting Becomes a Role to Play.”

Until reading this piece, I hadn’t thought of the tricky nature of celebrity endorsements for weight loss companies. While most companies want to link up with a celebrity for the potential revenue and image boost what happens when things backfire? Suddenly, things don’t look so good when, ala Carnie or Kirstie, the weight comes back as quickly as it was lost. Celebrity weight gain has the potential to discourage legions of dieters. Countless clients have watched Oprah over the years and her struggle worries them. They will come to me and say “if Oprah can’t do it, how can I?” While disheartening, I’m not sure people cancel their Weight Watcher’s memberships when the Duchess expands. After all, before you know it there’s a new smiling celebrity and the rounder representative is rapidly removed from all promotional materials as quickly as you can say (or eat) cheese.

As for the celebrity, the financial incentive exists for them too. They are paid nicely for their work. As the spokesperson, the celebrity undoubtedly will receive supplementary support and what better accountability could you have than a whole country watching? While I would have zero interest airing my dirty laundry (or larger laundry) in this manner, these are celebrities and accustom to being in the public eye. I can understand the reasoning, people are already noticing and commenting on your weight why not show them you’re doing something about it? This point of view makes sense until things start to unravel. With some of these plans, especially those based on meal delivery, they seem undeniably temporary. After all, at a certain point you would think people need to make choices and figure the food thing out which includes food shopping and preparation.

I would love to see one of these companies run a campaign in support of the “off the wagon” celebrity. I think it would be refreshing (and financially beneficial) to hear “this person has been struggling and this is what we do when this happens.” Instead of hearing that companies dumped the celebrities or failed to renew their contracts. That would be enlightening and real but then again that’s not what the weight loss industry is about. Silly them.
Have you ever been tempted by a plan based on the spokesperson? Or discouraged when a celebrity gains weight? Any celebrity transformation you've been impressed by? My vote goes to Valerie Bertinelli, did you know she also ran the Boston Marathon last year? Do you think this spokesperson business is more risky for the company or the celebrity?

Oprah Oh No

When Oprah talks people listen. They have listened for a quarter of a century. Oprah can make books bestsellers, can create careers for the experts she features and pretty much has the Midas marketing touch. The New York Times recently described people clamoring for the few unbooked spots on her show this season, her final “Farewell Season". I am an Oprah fan; my DVR is crowded with the shows I record daily. Any viewer can sense the ante has been upped this year. Audience members are going to Australia and driving home Volkswagens. Even celebrities seem to be stopping by for one last chance to talk to O and promote their work. Yet in all of this excitement, something we expect from Oprah has been disregarded. It seems Oprah has already said farewell to health.

Over the years, we’re watched Oprah run a marathon, venture into veganism and get into a whole lot oh hot water when she questioned the safety of our beef. Viewers have related to Oprah because despite the chef and the trainer when it came to weight and food, Oprah was one of us. Oprah can go camping on her show but who really thinks she is doing that when the cameras aren’t rolling? And while I loved my first Jetta (and was sad when I crashed it), I don’t think O is driving one.  Weight and food is different, Oprah’s weight fluctuates and so we really feel she means what she’s saying when she talks about it.

Last week Oprah’s favorite things aired. Unfortunately this is product placement at its best. For companies and audience members this was the final and "ultimate" favorite things and the gifts were major. There were diamonds and I pads, cashmere and cruises and there was food…if you would call it that. Oprah, with millions or billions watching, eagerly praised pails of popcorn, she commended croissants and mentioned to moms that this certain mac and cheese was the perfect family dinner on a busy night.  While I am all for the special splurge, I felt I was watching an opportunity pass. Oprah could have thrown in her favorite fruit delivery, post workout snack, she could have said something to the effect of  “we all know you can’t eat mac and cheese every day” nothing.

Everyone is entitled to a mistake; even Oprah isn’t perfect. I kept my DVR taping and continued to loyally watch O’s shows.  Yesterday, Oprah hosted Nicole Kidman and her country music husband Keith Urban. It wasn’t the best show. It was a little bit of a mish mosh as Oprah was really talking up her upcoming Australia visit.  Oprah chatted with Keith about rehab, to Nicole about motherhood (let’s not forget “Nic” has 2 teenage children, she was a mother before Sunday Rose), she gave away one last ticket on the Australia trip and then it happened.

Oprah was talking about the great food in Sydney and she selected the apex of Aussie cuisine none other than... McDonalds. Yes, in an embarrassing nod to one of her Sydney sponsors she presented Australia’s Mc Donalds as different from the United States versions. They then cued waiters to bring her audience McDonalds wraps and smoothies (I wrote about these smoothies in case you’re curious). Plus, there’s more! Every person on the Australia trip got a gift card. God forbid Americans leave their fast food habits at home; they can now eat McDonalds for free down under. Oprah took a bite of her wrap and it was all I could do not to cry on my comforter.

The season isn’t over. I’m holding out hope that Michael Pollan will come back or maybe Dr Weil.  Oprah always seems to have a soft spot for kids perhaps Jamie Oliver will be on pushing parents to cook more. Hey, I’m not too shabby. I can put on a pretty dress and tell Oprah about my favorite food and fitness finds too.  I just hope Oprah doesn’t forget about the other “O” in this country obesity and that she hasn’t said farewell to health.
Did you watch either of these shows? Do you O has missed the boat or am I overreacting? Who would you like to see Oprah have on to redirect this junk food train?