Celebrity endorsements always seem somewhat odd. Are these seemingly larger-than-life humanoids really interested in the products they’re shilling, or are they just in it for the paycheck?
In Justin Bieber’s case, it could be both. Last week, Tosy, a relatively unknown Vietnamese robotics company, paid the pop star a six-figure appearance fee to launch its mRobo Ultra Robot at the International Consumer Electronic Show in Las Vegas, a source familiar with the matter has told The Daily.
By all accounts, it was money well spent: Tosy’s booth drew the biggest crowd at the show. And according to reports, one notable technology journalist — who will remain nameless — forgot her own name when asking the pop singer for his autograph.
Sure, the appearance of the Great White North’s human-muppet hybrid will draw a crowd anywhere he goes, but how important is such a celebrity spokesman for a company? According to sources, Britney Spears was also in the running — could someone in the twilight of her career have drawn a similar crowd? Probably not. Meanwhile, Tosy’s $200 robot won’t even launch until the fall.
The thought of celebrities as technologists is an uneasy one, considering the train wrecks of recent years. Remember the Polaroid glasses “designed” by Lady Gaga? Based on the renderings we saw last year, it’s clear that her taste for fashion doesn’t necessarily translate to industrial design.
So is Bieber done with Tosy, now that he’s collected his fee? Not likely. A second person speaking on the condition of anonymity has told The Daily that Bieber may get his own branded Tosy robot in the near future.
Celebs may be able to shill energy drinks and cars, but they should steer clear of gizmos. If a company wants to create buzz around a device, it should just make a really kick-ass product.
In Justin Bieber’s case, it could be both. Last week, Tosy, a relatively unknown Vietnamese robotics company, paid the pop star a six-figure appearance fee to launch its mRobo Ultra Robot at the International Consumer Electronic Show in Las Vegas, a source familiar with the matter has told The Daily.
By all accounts, it was money well spent: Tosy’s booth drew the biggest crowd at the show. And according to reports, one notable technology journalist — who will remain nameless — forgot her own name when asking the pop singer for his autograph.
Sure, the appearance of the Great White North’s human-muppet hybrid will draw a crowd anywhere he goes, but how important is such a celebrity spokesman for a company? According to sources, Britney Spears was also in the running — could someone in the twilight of her career have drawn a similar crowd? Probably not. Meanwhile, Tosy’s $200 robot won’t even launch until the fall.
The thought of celebrities as technologists is an uneasy one, considering the train wrecks of recent years. Remember the Polaroid glasses “designed” by Lady Gaga? Based on the renderings we saw last year, it’s clear that her taste for fashion doesn’t necessarily translate to industrial design.
So is Bieber done with Tosy, now that he’s collected his fee? Not likely. A second person speaking on the condition of anonymity has told The Daily that Bieber may get his own branded Tosy robot in the near future.
Celebs may be able to shill energy drinks and cars, but they should steer clear of gizmos. If a company wants to create buzz around a device, it should just make a really kick-ass product.
