The Anonymous Famous Face

I saw this on the side of a bus the other day. It was striking, in a slightly [Bet Lynch](http://images.google.co.uk/images?q=bet+lynch&oe=utf-8&rls=org.mozilla:en-GB:official&client=firefox-a&um=1&ie=UTF-8&ei=77zASui6BOS2jAfb0cE-&sa=X&oi=image_result_group&ct=title&resnum=1) sort of way… 
[![Sj1](https://i2.wp.com/adam.tinworth.org.s42723.gridserver.com/wp-content/uploads/2009/09/6a00d8341da3af53ef0120a95aaac7970b-500wi.jpg?w=525)](http://kingdomcome.typepad.com/.a/6a00d8341da3af53ef0120a95aaac7970b-800wi) Striking enough, in fact, that I went to the Mango site to see the rest of the images. And I discovered something I hadn't realised: the model in the image was a famous actress, one I've [referred to before](http://adam.tinworth.org/2009/07/from-comics-to-screen.html) on this blog. Yet, when I'd looked at the image I'd had absolutely no idea it was Scarlett Johannson. In fact, I'd noted this one in passing a few weeks before, and equally not noted its star content: [](http://www.tinworth.org/adam/pics/2009/sj2.jpg) [![Sj2](https://i1.wp.com/adam.tinworth.org.s42723.gridserver.com/wp-content/uploads/2009/09/6a00d8341da3af53ef01310fc18c61970c-500wi.jpg?w=525)](http://kingdomcome.typepad.com/.a/6a00d8341da3af53ef01310fc18c61970c-800wi)And that got me thinking…
Mango have clearly spent a lot of money on these images: for a skilled photographer ([Mario Sorrenti](http://en.wikipedia.org/wiki/Mario_Sorrenti)), because the images are great. But also for a "name" – an actress, not a model – and that's what these images are making me question. Was it worth it? If she isn't instantly recognisable – and this is far enough from Johannson's traditional image to make me think that she won't be for many –  and the campaign isn't trumpeting her identity, is Mango getting its money's worth here?
And if not, what made them use her? A quick Google search reveals that the news that she was the new "spokesmodel" for the company is [all over the celeb gossip blogs](http://www.google.co.uk/search?q=scarlett+johansson+mango&ie=utf-8&oe=utf-8&aq=t&rls=org.mozilla:en-GB:official&client=firefox-a). And perhaps that's it – the readers of those are the perfect demographic for Mango clothes.But I can't help feeling that celebrity endorsement has become so prevalent that its impact is diluted to almost homoeopathic strengths…