Probably Infiniti itself did not expect that the long-brewed new car QX60 big move, actually with the star gossip many times out of the circle.
On December 16, together with the Infiniti QX60, Wang Lihong, whose divorce occupied the first place in the hot search list on the 15th. I thought that "Wang Lihong's debut after divorce" was the peak of the topic, but I never expected that late at night on the 17th, Li Lianglei, who had officially announced her divorce with Wang Lihong, posted a text accusing her ex-husband of various evil deeds, once again sending this high-quality male star to the cusp of public opinion.
Wang Lihong, who made a mistake in the flower field, was bitten by his ex-wife, who had been tamed to the point of being like a sheep. Among them, there are many things that we don't know.
Due to the bad and wide impact of the exposé, Infiniti quickly released an official statement on the termination of the contract with Wang Lihong at 1:22 a.m. on the 18th, and quickly removed all pictures and information about Wang Lihong's appearance. From the official endorsement to the official announcement of the termination, less than 48 hours before and after, but also set a record for the fastest endorsement overturning, was jokingly called "the spokesperson of the day" by netizens.
In the past few days, the revelation-denial-questioning-hammer-sophistry has been staged one after another, and Wang Lihong's image has collapsed repeatedly. However, because of the rapid response, Infiniti did not gain any negative voices in this storm, but instead gained a wave of "pity" and attention.
This is also an extremely rare case in the endorsement rollover industry. The so-called "good things do not go out, bad things spread thousands of miles", this year's traffic star collapse has been common, although it is not the brand side that does the wrong thing, but once the product spokesperson collapses, the brand side must be unable to withdraw from the relationship. After all, it is the person chosen by the brand side itself.
Below, let's talk about those car companies that have been tragically pit by stars this year.
Rolls-Royce - Late Night Video
On September 24, Rolls-Royce Greater China released a video of the owner's interview, interviewing the third generation of red, the second generation of the rich, collector Lin Han and his wife, the former "Douban Goddess" and the current owner of the art museum Lei Wanying.
Although they have a seemingly beautiful identity, these two are walking hand in hand on the black and red road, and their heads do not return. The couple's bag drying room was pulled out of the bag is fake, the room is rented, and they have made inappropriate remarks many times during sensitive periods such as the epidemic and the rainstorm in Henan, and their attitude is indifferent after the death of workers in the art museum...
Rolls-Royce's video was not only ridiculed by the true feelings of netizens who ate melons, but also alarmed many low-key real car owners. On the day of the release of the video, there was a real owner and the party Lin Han in the comment area, arguing that the other party had lowered the Rolls-Royce style. On October 11, Wang Sicong also appeared in the comment area, bluntly saying that "I suddenly feel that RR is very low, and I will not buy it in the future."
This wave of publicity, however, made Rolls-Royce laugh over and over again. It wasn't until October 14 that Rolls-Royce finally couldn't resist the pressure and went offline with the video. But once it has been hated for thousands of years, the high-end image of Rolls-Royce has finally been stained with a flaw in the hearts of some car owners.
Mercedes-Benz - Yang Kasa storm
On October 14, Mercedes-Benz officials forwarded a short video on the Weibo platform featuring stand-up comedian Yang Kasa. In the video, Yang Kasa opened the door to the car surrounded by reporters, drank a sip of soda, and relaxed on the rear seat, and the words "comfortable new chapter" appeared on the window.
The original release account of the video is the official Weibo of the well-known fashion website VOGUE, in addition to Yang Kasa, including Tang Wei, Zhang Junning, Zhang Yixing and other well-known artists also shot the same video, and was forwarded by Mercedes-Benz official blog on the same day. Previously, vogue magazine's official weibo posted the video, and the comment area was a lot of praise from netizens. In a series of the same advertisements forwarded by Mercedes-Benz official blog, the number of comments and plays of Yang Kasa video are far ahead, but the opinions expressed by netizens are mixed.
On the well-known variety show "Talk Show Conference", Yang Kasa successfully came out with a series of ironic male jokes. A stone shocked a thousand waves, and many men were dissatisfied with the "Yang Kasa endorsement Mercedes". There are also many girls who stand up to support Yang Kasa and stick pictures to prove their identity as the owner of mercedes-Benz. The controversy among netizens has gradually risen from Yang Kasa itself to the level of equality between men and women. Since then, the comments section has degenerated into a war of insults between the two sides.
At a time when the video is constantly fermenting, on October 17, Mercedes-Benz official blog set Yang Kasa video to "only fans can see" and opened a selection of comments. But in fact, Yang Kasa does not have any cooperative relationship with Mercedes-Benz. Mercedes-Benz is the sponsor of VOGUE's fashion event, and the artists who participated in the fashion event, including Yang Kasa, shot the event advertisement with the Mercedes-Benz car as the background.
But even so, self-defeating was met with resistance. Therefore, marketing should still be cautious and cautious.
Porsche-Wu Yifan endorsement
On April 18 this year, Porsche announced Wu Yifan as the spokesperson for Porsche Racing in China. Because at that time, in addition to being a "popular love bean", Wu Yifan was also one of the few stars in the entertainment industry who liked racing and had racing talent, so the cooperation between the two was once optimistic.
But three months later, Wu Yifan was detained on suspicion of rape, and Porsche had to terminate its cooperation with Wu.
Before the prostitutes were administratively detained, Li Yundi, the image ambassador of Dongfeng Nissan Tianlai and the owner of the fourth-generation Highlander, dragged the dongfeng Nissan and GAC Toyota brands into the water at one time. Afterwards, Dongfeng Nissan removed all materials about Li Yundi, and GAC Toyota officials said that Mr. Li Yundi is neither the brand spokesperson of GAC Toyota nor the spokesperson of the new fourth-generation Highlander, and the two sides have no relevant cooperation at present.
Nowadays, choosing a star endorsement is like opening a blind box, saying which one will overturn.
In response to the recent frequent overturning of celebrity endorsements, the Zhejiang Provincial Market Supervision Bureau has formulated and issued the "Guidelines for compliance with celebrity commercial advertising endorsement behavior", which specifically points out that celebrities should carefully select the endorsed enterprises and the goods or services they endorse, and conduct necessary background checks.
In other words, that is, the brand side should be cautious about the spokesperson, and must conduct a background check before commercial cooperation with the star, otherwise once the spokesperson is exposed to scandal and the image collapses, it is definitely not as simple as terminating the contract for the brand side, and the reputation and image of the brand side should be tightly tied to the spokesperson.
Endorsement is not easy, and it is used and cherished.
What do you think about celebrity endorsement rollover? Let's discuss it in the comments section.
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