Diegeo launched Haile as Johnnie Walker’s new face at the global commercial campaign held at the Sheraton Addis, on Thursday, December 16, 2010 (Photo: Addis Fortune)
Addis Ababa – Athlete Haile Gebrselassie recently signed a one-year agreement with Diageo, the maker of Johnnie Walker whiskey, to make a new commercial advertisement.
Haile is said to be paid close to $100,000 for the one-year contract, less the 15% commission that his Dutch agent Jos Herman will collect. Haile will also be taxed in Britain and Ethiopia.
Ethiopia imports 100,000 cases of Diageo’s brands, including Smirnoff, Baileys, and Guinness, making it the fourth largest African market for Diageo, following South Africa, Nigeria and Angola.
Haile’s decision to do the commercial ad has sparked controversy, with one group arguing that athletes such as Haile, who are regarded as role models by many in Ethiopians, should not associate themselves nor advertise alcoholic beverages as their actions could have adverse effect on the country’s youth. On the other hand, there are those who feel that Haile is free to do what he pleases and that he should not be held accountable for the youth’s behavior or action.
ETV’s Policy on Alcohol Ad
Haile’s ad will not be shown on Ethiopian Television (ETV), which follows the country’s laws prohibiting the broadcastings of commercials for cigarettes and beverages with greater alcoholic content.
The following are quotes that appeared on yesterday’s edition of the Addis-based Addis Fortune newspaper.
John Lloyd, new business venture director for Diageo Great Britain Ltd:
“I cannot begin to express how proud we at Diageo are to have Haile Gebrselassie associated with Johnnie Walker.
“He is truly an inspiration to us all,” Lloyd told the room full of people invited to the launching of the commercial featuring Haile, the first African personality to be selected by the company to promote its flagship brand, Johnnie Walker.
Hugh Pile, marketing manager of Johnnie Walker for Africa
“This isn’t about whisky, although we want to sell whisky,” he said at the launch. “It is the emotional concept of walking and progress.”
Brook Worku, Diageo’s country director for Ethiopia:
“He is a true living legend,” said.
Commercial Ad Photo Caption
“He used to run to class,” proclaims an imposing life-size photograph of Haile taken against the backdrop of a mountainous landscape with Jimma River meandering out of sight. “Now he runs for gold!”
Haile Gebrselassie:
“I was greatly honoured when Johnnie Walker approached me this year to be a partner.”
“I particularly like the message, ‘Keep Walking,’” he said. “I concur with their instructions of not letting children under the age of 18 consume it, and those older to be responsible with their intake.”
Worku Biklia, former Ethiopian distance runner:
Haile Gebrselassie is a role model for the sports family and his decision to sign up for the deal does not “match with his personality”.
“I am not feeling good to see him on that advertisement,” Worku said.
A self declared admirer of Haile:
“I cannot possibly imagine him with liquor,” said a self declared admirer of Haile who is in close association with Johnnie Walker brands. “I believe it is wrong for an athlete to be identified with a product that is not whole and hearty.”
Read full report on Addis Fortune
I live in Canada even though I was born in Ethiopia. I love John Walker. It is my favourite whiskey but I have mixed feeling about the ad. There is no doubt that the drink is for elite; not most Ethiopians can afford to buy it and consume it. The company does not need to get into such controversy; if I were them I would not go for Haile. He means different things for different people. The fact that the Son of Abebe Bikilla; the son of Ethiopian legendary runner did not support the idea means there is strong dissatisfaction with the idea. I have not heard Bikilla’s family getting involved in such issue before too. In the west, creating controversy is good for business; I doubt if the same is true for Ethiopia. People are more sentimental; if they do not like the idea, they outright boycott. I am undecided and not sure if I will reach for John Walker of JB next time when I walk in to liquor store.
[...] äthiopische Langstreckenläufer Haile Gebrselassie wird für eine Summe von 100.000 Dollar für Johnnie Walker werben und ist somit das erste Afrikanische [...]
For Us HAILE IS A LIVING LEGENED AND I TOTALY RESPECT HIS DESSION THE ONLY RESERVATION I HAVE IS HOW 100K FOR THIS LEGEND??????????
HAILE’S NAME WORTH MILLIONS
Have you got any idea what this could do to Africa in particular to Ethiopia?It’s amazing knowing that haile is walking beside Sir Richard Branson, Lewis Hamilton and Robert carlyle.these GIANTS did some remarkable things to inspire the world.it’s a huge opportunity for the great athlete to finely tell the world his story and inspire some people along the way.
We should be proud that haile is the one to be chosen by Jhonnie walker .stop arguing and start walking beside him to hit your target.and i think this company did the right thing by giving the chance to haile to promote and inspire people to progress and advance in their own lives.
I HAVE TO SAY I DO AGREE WITH BELAY HERE. HAILE IS AN ETHIOPIAN ICON AND A GAZILLIONAIRE NOT A MILLIONNAIRE BUT A GAZILLIONAIRE. HE DOESNT NEED THE MONEY BUT THE BIGGER PICTURE OF ADVERTISING ETHIOPIA AS THE BIRTH PLACE OF NOT HUMANITY ALONE BUT ALSO OF GIANTS WHO WALK AMONGST GIANTS LIKE FORMULA 1 SUPERSTAR LEWIS HAMILTON, VIRGIN ATLANTIC OWNER RICHARD BRANSON. CAN U IMAGINE OF HOW MANY PEOPLE WILL KNOW WHO HE IS AND WHERE ABOUTS HE COMES FROM. KEEP WALKING MY FRIEND
Smart of you belay!I agree with you all the way .you do understand completely what haile is triing to do!!!!!!!!!
tank u belay.
What is wrong with you people? Why cant you see the big picture? What is the message? It is about progress and keeping ahead of the game by not giving up and consistently trying until you succeed! How inspirational can you get? How many of you bloggers have actually seen the commercial itself? I have, and I haven’t seen any messages encouraging the young to drink alcohol! Good gracious! Infact, at the bottom, it is written clearly that “Strictly Not For Sale To Persons Under The Age of 18″. Why have we chosen to ignore that? Which beer advertisement in Ethiopia actually claimed this? Has anyone ever seen this kind of restriction on any alcohol advertising before? i actually think that this company and Haile deserves applauding as they are trying to promote REsponsible Drinking, but what do we do? Slag the shit out of them! Typical of us! I think we should first know of all the facts before commenting, as our fathers say “Small knowledge is dangerous!” and oh man, havent we been caught on this one? Big time!
Belay
@ taye, i definetly agree wt u my broder. haile should be paid more for his ad or this ad. but then again i have no clue wat the other ones got paid.
but just to have him up there with other giants is a priviledge to Ethiopia because we are only known for hunger and benefits given to us by the west for so long it is time to change all of that and he is part of it. this is a reply to all the haters out there who tink dat he shouldnt have done it. Y NOT?? because its wiskey or johnnie walker… forget it first of all the overall poit in all of this in my understanding is KEEP WALKING, HE USE TO RUN TO CLASS NOW HE RUNS FOR GOLD so associate that with ur own lives and keep walking and u mite get somewhere someday. and the other is he is a business man after all apart from a runner so this is just business. nobody is telling u or HE is not telling u to go get drunk of of wiskey but telling u that u can keep walking and get somewhere and to drink responsibly
what is more than money for you, Haile? You have influenced the lives of millions of young people not because you had money, but passion, commitment,& integrity: now children the world over see your picture on a whiskey and think that you were fueled by Johny Walker winning all those glories: Dear Haile, somethings are much more than money………the first step to committing an agonizing suicide on your glorious sportsmanship………Enjoy your whiskey
@taye u are nebse negere $100000 is worth less for haile
@ for u who are speaks with out knowledge please back to ur mind
i know u criticize him not because he advertise rather u are Jealousy what he earned. please work hard to get money that is all
What pisses of is not Haile advertizing, but he gets only $100,000. That is not fair, he must be paid more.
Ethiopians are very quick to judge one of their own, while they respect other for doing the same thing
i think we should all back off this guy. He has done nothing but make proud Ethiopia in what ever he can and for those young generation, who will take this ad as a positive message to drink shame on you. It is time we should all take responsibility for our action. And F…Y….I he is not only athlete but also a business man so I say keep walking Haile no matter what
The comments here reflect a cultural divergence; yet both sets of arguments have merit. Perception is huge in terms of how one chooses to treat the matter.I understand the commercial side, and also the man at the hub of it all: Haile Gebreselassie. Each one/individual is responsible for his/her choice/s in every aspect of life. We are humans and we have a conscience, hence our innate behaviour of choosing. Let us, all of us continue to educate our youths,be they African,Caribbean, American, European, Asian or South American,or down in Australia or New Zealand. As a Afro-Jamaican, I look to Africa in a serious way, and I dot think Haile should be condemned. This is just a reflection of what is taking place in the Earth. Check this:Haile Gebreselassie, Kenenisa Bekele;the women- Defar,Tulu, the Kenyans,Jamaicans, Trinidadians, et al have begun to occupy their rightful place among the best. Our scientists, academicians, et al, are outstanding. Next the Nobel, then the Emperor Haile Selassie I,Jomo Kenyatta, Julius Nyerere, Kwame Nkrumah, Nelson Mandela et al awards are there for the taking.
We don’t want that kind of product,then let us provide another CHOICE. Bless.
Who are you to judge Haile? What have you done for Ethiopia that is remotely close to what Haile did for his country? Do you think you have any morale high ground to judge him at anything? – I think worrying about your miserable life in the west should be your primarily concern not what Haile is doing.
haile g/silasse makes a second mistake.
it’s a shame for haile.
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