Robbie Williams and the cat food advert - Beyoncé’s gig in Dubai 🔎 Why are celebrities doing anything for money? asks ellieapeake
There’s also the need for a consistent social media presence. “For the celebrities that have an engaged and active social media channel, the most significant cost is keeping up the lifestyle their audience expects to see,” Beeching adds.
She continues: “Of course, most celebrities live ordinary lives behind closed doors, but this doesn’t work for those who regularly update their fans. They need to look influential, which sadly doesn’t involve relaxing in your home watching TV.” Celebrities can quickly become cash strapped, she says. “It’s usually the habits they have formed since becoming a celebrity,” says Adamic. “They will probably always have to have some form of hair and makeup stylist to support them for every event. They always need a new outfit. Their skin, hair and nails need to be on point, always.”
But before we feel too sorry for the ultra-rich and famous when we see them in a TV campaign – how the mighty have fallen! – sometimes these seemingly random adverts are about something else entirely. “They can just be about pushing their reputation in a particular direction. When done well, it’s a solid way to gain positive PR while being paid,” says Beeching.
By appearing in a silly advert about cat food, celebrities can remain relevant while also appearing fun. So, while Robbie’s new song “It’s Great To Be A Cat” is unlikely to be the highlight of his career, his new-found reputation as a cat-loving joker might be the gift that keeps on giving.
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