Yes, they looked long and hard to find the first new Brycreem boy in yonks. I just wish they’d have looked a bit harder – and preferably for someone who exuded real style and a bit of personality (dashing new Doctor Who Matt Smith was a contender apparently). Instead we have cricketer Pietersen. In the launch photos, dressed in a preppy red sweater, the poor lad looks for all the world like the boring older brother you dread turning up at parties.
It’s never easy to find the right face for a brand and, let’s face it, the talent pool from the world of cricket is particularly challenging and is presumably the place you look when nobody from the worlds of football/rugby/international dominoes is available.
Still, at least he does have a great head of hair, which is what matters at the end of the day I suppose. Let’s just hope he’s briefed better than some other product-endorsing sportsmen out there. I once quizzed a grooming product ‘ambassador’ about the product he was promoting and he looked at me blankly for a moment before confessing he didn’t actually use it.