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celebrity campaigns and their perils:
"often celebrities are hired to represent a brand simply for financial expedience, or to cut corners, or even worse, to obtain societal approval by association. hanjani shrewdly comments, 'these collaborations often say little more than 'buy me if you are that stupid.' to me, those alliances are despicable and desperate on both sides and in a way damage both brands- the personality and the sponsoring company.'"
sarah scaife of three magazine interviews ucef hanjani, creative director of ceft and company, on his involvement with key artists and designers and the process of incorporating the worlds of art and fashion into the creation of commercial advertising.
