Israeli supermodel Bar Refaeli is to pocket at least 500,000 Israeli shekels ($119,000) for fronting a new advertising campaign for Samsung mobile phones.
The 21-year-old, who is the girlfriend of Hollywood star Leonardo DiCaprio, has been condemned by some Israelis for managing to avoid army service in favour of her career.
But that hasn’t stopped Refaeli from still being admired by others. Israeli website Ynet recently reported that in a survey, Israelis voted her as one person they would like to see on their money.
“She has been strong in the headlines in the past three months,” says Samsung marketing manager Avi Zeitan, in an interview with Ynet in Hebrew, and translated for its English language website.
“Samsung has two values – design and internationality. Rafaeli projects internationality because she is the girlfriend of Leonardo DiCaprio, and does ads abroad. On the other hand, she lives in Israel and is identified with Israeliness.”
Rafaeli’s image is currently plastered everywhere in Israel with her photograph used for other advertisers and the over-exposure is not something that Samsung is worried about.
“Over-exposure serves Samsung superbly,” Zeitan added. “Rafaeli will be completely identified with our telephones in a short period of time, and soon she will be sprawled across billboards on the Internet, on television.”
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