El Calvo is sacked from Lottery ad campaign

18th October 2006, Comments 0 comments

18 October 2006, MADRID — His face is almost as well known to Spaniards as Father Christmas but this year he will be absent from the festivities.

18 October 2006

MADRID — His face is almost as well known to Spaniards as Father Christmas but this year he will be absent from the festivities.

El Calvo – or the Baldy – is the British actor Clive Arrindell who fronts the advertising campaign for El Gordo – the Christmas lottery which is a national institution in Spain.

But after eight years, Arrindell is to be replaced by a group of young people from China, Peru and the Caribbean in a multicultural advertising campaign.

Bosses of the Lottery said Arrindell's presence in the advertising campaign had "cannibalised" the entire event and he had stolen the show.

Arrindell started working exclusively for the campaign in 1998, earning up to EUR 150,000 each time.

His sacking has provoked debate in Spain, from fans who admired his 'mysterious' gaze.

César Palazuelos, Lottery spokesman, said: "After eight years doing the same thing we needed to change because in advertising you need to take risks.

"But we only had two options: to carry on doing the same thing or to wait until the sales had gone down enough to justify the change. The second option was discounted because El Gordo accounts for 35 percent of our sales."

He claimed the absence of El Calvo would not cut sales too much.

Gonzalo Fernández Rodríguez, Lottery director general, said he did not discount the possibility that El Calvo might return next year.

He said El Calvo had not been sacked to save money.

Arrindell was not available for comment.

[Copyright EFE with Expatica]

Subject: Spanish news

0 Comments To This Article