Coat fit for a president sets odd precedent
By Samantha Critchell |
January 8, 2010, Friday
|
Print Edition
Print Edition
A SOMEWHAT larger-than-life Barack Obama has become a presidential pitchman on a Times Square billboard in New York that used his photo without permission.
Outerwear company Weatherproof used a recent news photo of the United States president in front of the Great Wall of China in Badaling for the ad, with the tagline "A Leader In Style."
The White House said on Wednesday that it would ask Weatherproof to remove the billboard because the ad misled by suggesting it was officially approved.
The White House has a long-standing policy disapproving of the use of Obama's name and likeness for commercial purposes.
Obama stands alone in the image and is captured in a striking, rugged pose.
Weatherproof President Freddie Stollmack said he first saw the photo in a newspaper while Obama was on his trip to China in November. The coat looked familiar, so Stollmack got out a magnifying glass and found the brand's logo.
The photo was taken by Charles Dharapak of The Associated Press and the company purchased the right to use it from AP Images, the news-gathering organization's commercial photo arm.
The AP agreement with Weatherproof required the firm to seek any necessary clearances, said Paul Colford, a spokesman for The AP.
But Weatherproof did not seek permission from the White House. Stollmack said he did not believe it was necessary to do so since the billboard did not say Obama endorsed the product.
"He didn't come to us. It's just a great looking jacket on a great looking president," Stollmack said.
The ad had potential to be effective with consumers because the president and first lady both carry considerable fashion credibility, said Dudley Blossom, chairman of the marketing department at fashion-focused Lim College in Manhattan.
It also risked passers-by getting so caught up with the image that they wouldn't notice the brand name, he said.
Blossom said he could not recall any previous president being used in this way to pitch a product.
Weatherproof did not respond to requests for comment about the White House request to remove the ad.
Earlier on Wednesday, Stollmack had said he wasn't concerned about the president's response and thought the White House should congratulate his firm on making Obama look so good.
"We did this in good faith," Stollmack said.
"This is an image that we thought would enhance the president of the US."
Still, while an outdoor ad company accepted the billboard, Stollmack said The New York Times, the New York Post and Women's Wear Daily rejected a similar ad for their newspapers.
Meanwhile, the animal-rights group People for the Ethical Treatment of Animals recently debuted a new ad campaign featuring Michelle Obama - and also did not ask for the first lady's consent.
Those ads are appearing in Washington's Metro stations, magazines and feature prominently on PETA's Website.
Outerwear company Weatherproof used a recent news photo of the United States president in front of the Great Wall of China in Badaling for the ad, with the tagline "A Leader In Style."
The White House said on Wednesday that it would ask Weatherproof to remove the billboard because the ad misled by suggesting it was officially approved.
The White House has a long-standing policy disapproving of the use of Obama's name and likeness for commercial purposes.
Obama stands alone in the image and is captured in a striking, rugged pose.
Weatherproof President Freddie Stollmack said he first saw the photo in a newspaper while Obama was on his trip to China in November. The coat looked familiar, so Stollmack got out a magnifying glass and found the brand's logo.
The photo was taken by Charles Dharapak of The Associated Press and the company purchased the right to use it from AP Images, the news-gathering organization's commercial photo arm.
The AP agreement with Weatherproof required the firm to seek any necessary clearances, said Paul Colford, a spokesman for The AP.
But Weatherproof did not seek permission from the White House. Stollmack said he did not believe it was necessary to do so since the billboard did not say Obama endorsed the product.
"He didn't come to us. It's just a great looking jacket on a great looking president," Stollmack said.
The ad had potential to be effective with consumers because the president and first lady both carry considerable fashion credibility, said Dudley Blossom, chairman of the marketing department at fashion-focused Lim College in Manhattan.
It also risked passers-by getting so caught up with the image that they wouldn't notice the brand name, he said.
Blossom said he could not recall any previous president being used in this way to pitch a product.
Weatherproof did not respond to requests for comment about the White House request to remove the ad.
Earlier on Wednesday, Stollmack had said he wasn't concerned about the president's response and thought the White House should congratulate his firm on making Obama look so good.
"We did this in good faith," Stollmack said.
"This is an image that we thought would enhance the president of the US."
Still, while an outdoor ad company accepted the billboard, Stollmack said The New York Times, the New York Post and Women's Wear Daily rejected a similar ad for their newspapers.
Meanwhile, the animal-rights group People for the Ethical Treatment of Animals recently debuted a new ad campaign featuring Michelle Obama - and also did not ask for the first lady's consent.
Those ads are appearing in Washington's Metro stations, magazines and feature prominently on PETA's Website.
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