投稿者 佐藤雅彦 日時 2001 年 3 月 16 日 03:58:54:
はカナダの「Zero One Design」（http://www.gaijinagogo.com. ）のような
Movie Stars Moonlight In Japan
Debra Lau, Forbes.com, 03.14.01, 8:00 PM ET
NEW YORK - How much would you pay to see Dennis Hopper sitting in a tub with a rubber ducky to promote shampoo and body wash? What about Arnold Schwarzenegger wearing a dorky wig and mustache to hawk DirecTV?
●写真：Sylvester Stallone, Dennis Hopper and Cameron Diaz
Japanese advertisers Dentsu and Hakuhodo have seven figures in mind: somewhere in the range of $1 million to $3 million, to be precise. That's what megastars like Meg Ryan, Brad Pitt and Demi Moore recently got for appearing in Japanese commercials endorsing face cream, blue jeans and protein drinks.
●写真：Meg Ryan, Brad Pitt and Demi Moore
That might not seem like a lot of money to blockbuster movie stars who command between $10 million and $25 million per film. But when you break it down, a $3 million check for an average of three days work translates into $1 million a day. To top it off, the hours are short and don't involve shooting on location.
●写真：Arnold Schwarzenegger and Leonardo DiCaprio
At the peak of his popularity in the mid-1990s, Schwarzenegger got more than $3 million for a vitamin-drink ad that ran for a year. He worked for no more than five days and didn't even leave the U.S. Harrison Ford has also gotten a couple million for appearing sweaty and bare-chested in Kirin beer commercials and print ads.
Even the rich and famous would have a hard time saying no to those kinds of offers. And most haven't, despite the fact that they're sometimes forced to change their personalities to suit Japanese audiences. About a dozen top Hollywood stars appear in these quick 15-to-30-second TV spots without the knowledge of their Western fans across the Pacific. And while these celebs want their secrets to remain hidden, some aren't always that lucky.
●写真：Michael Jordan, Tiger Woods, Bruce Willis and Britney Spears
"These are amazingly cheesy commercials by Western stars that they wouldn't be caught dead doing at home," says David Alexander, a partner at Canadian Zero One Design, producer of a Web site that shows video clips of these contraband commercials. Guess you can't blame Sylvester Stallone for wanting to hide his endorsement of gift-wrapped hams.
Indeed, we're used to seeing athletes like Michael Jordan, Tiger Woods and even tee n pop icon Britney Spears score huge multimillion-dollar endorsements, but it's considered beneath superstars like Bruce Willis to push diamonds or iced coffee. Some of these TV spots, which promote alcohol and cigarettes, would also be frowned upon on this side of the Pacific.
Schwarzenegger was especially miffed that his goofy 15-second spot promoting DirecTV was posted by Zero One Design at www.gaijinagogo.com. Lawyers for DirecTV and Dentsu warned the Web site last summer to cease and desist from showing the video clip because it infringed on the star's intellectual property rights. Ironically, the site went from around 500 hits a month to about 4 million hits in the two weeks following the publicity, says Alexander. More recently, Leonardo DiCaprio's lawyers called the Web site two months ago to ask that the young star's commercial for Orico credit cards also be taken down.
●写真：Julia Roberts and Michelle Pfeiffer
Japan's largest advertising agencies have been paying top stars big bucks for years, often coinciding with the release of their movies in Asia: Willis for The Sixth Sense, Ryan for You've Got Mail and Cameron Diaz for Any Given Sunday. These agreements are made, however, with the strict understanding that these commercials won't see the light of day outside Japan. Then there are those who simply don't have a yen for such temptations. Julia Roberts and Michelle Pfeiffer have both turned down multimillion-dollar deals by Hakuhodo a years ago, says a source familiar with the offer.
Why are advertisers there willing to shell out such huge sums of money for these stars? Because the Japanese have always been fascinated by American culture and its celebrities. The fact that the estates of dead Hollywood legends like James Dean and Marilyn Monroe continue to generate a large part of their revenue from merchandising and licensing deals in Japan is a testament to the longevity of American pop culture there.
Just three to four years ago it was common for the privately held Dentsu and Hakuhodo to close about 20 to 30 deals a year combined, but now that the Japanese economy has softened again, advertisers are less inclined to spend more than $3 million for an endorsement. But even at $2 million a pop, it's still a nice boost to the income of the rich and famous.