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Mark Fiddes: why some celebs shift brands and others don't

Published:  16 December, 2013

Jean-Claude Van Damme demonstrating Volvo trucks = 60 million hits on You Tube.

Jean-Claude Van Damme demonstrating the world's coldest beer = 120,000 hits.

It just goes to show that the script idea is as important as the personality you buy in advertising. Personally, I prefer to see the Muscles from Brussels wrangling monster metal rather than hearing that his nipples were "so cold they started talking to me". But at least Coors Lite has arrived on the beer map and, in downtown Skopje, distressed denim appears to have made a comeback along with the mulle

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