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After the Christmas holidays, Helen Herrmann began formal negotiations with representatives of Mercedes-Benz, which lasted almost three weeks, and all sides were agreed.

In mid-January 2005, Matthew came to Mercedes-Benz headquarters in Stuttgart, Germany, to attend a press conference convened by Mercedes-Benz for the signing of the contract.

In the past, the signing parties he participated in were limited to the scope of the entertainment industry, and the media reporters present were basically entertainment reporters, but this time, in addition to entertainment reporters from all over the world, there are also a large number of financial and social reporters.

For Matthew, it was also a new experience.

In front of a crowd of reporters, he picked up a pen, signed his name on the "contract", and then exchanged contracts with executives representing Mercedes-Benz.

The two stood in front of the camera and shook hands, and a flash came on.

"Mr. Matthew Horner has always shown himself as a positive tough guy on the big screen, and he has always been recognized by fans around the world as a hard-core male god, and this cooperation between Mercedes-Benz and Mr. Matthew Horner will definitely achieve a win-win situation. ”

Mercedes-Benz executives said a few words to reporters before leaving the stage to Matthew, the spokesperson.

Then, the reporters' questions were thrown at Matthew.

A reporter from the local German newspaper Bild first stood up and asked, "Mr. Matthew Horner, what do you think of this endorsement of Mercedes-Benz G series off-road vehicles?"

In the past, when filming "National Treasure", Matthew learned a few simple words of German from Diane Kruger, but it was nowhere near the level of normal conversation.

He just put on his headphones, and the translator will translate in real time.

After listening to the translation, Matthew didn't think much about it, and said, "A man drives a car, and when you look at what kind of car he drives, you know what kind of personality he has." I like the feeling of conquering the road, so I only drive dirt bikes, that's my style. And the Mercedes-Benz G-Class is my favorite off-road vehicle. ”

As early as when the agreement was negotiated in Los Angeles, Mercedes-Benz provided Matthew with two Mercedes-Benz big Gs, one black and one white, according to the contract, if he drove in the future, he must use Mercedes-Benz G-class off-road vehicles, and if the situation is special, he must communicate with Mercedes-Benz in advance.

Of course, Matthew's participation in crew activities or premieres, riding in officially provided vehicles, is not within this scope.

Even if Mercedes-Benz does not have this contract clause, Matthew has to use this series of cars often, Lao Mei has a lot of troublesome things, and the advertising law has hard rules in this regard, treating celebrity endorsement advertisements as "testimonial advertisements", that is, the product introducer in the advertisement must be the real user of the product, otherwise he will face a fine.

The amount of the fine is very high, and it can basically wipe out the income of the person who is fined for endorsements.

This is also one of the reasons why celebrities prefer high-end brand endorsements, take the two junk food brands that Matthew pushed off as an example, how many scandals will break out every year? Not to mention that it will affect reputation, I am afraid that it will face the dilemma of litigation.

Another reporter from the Munich Zeitung took the microphone and stood up and asked, "Can you rate this car?"

"The unique design and strong off-road suitability of the Mercedes-Benz G-Class are perfect for my hobbies and style. ”

Speaking of this, Matthew humored at the right time, "Maybe it won't be long before you can see me driving a Mercedes-Benz G-Class off-road vehicle, through the rain of bullets and bullets to save the world." ”

There was a good-natured laugh in the press room.

Matthew spread his hands and said with a smile, "A macho man like me is not suitable for driving those delicate cars." ”

Perhaps Mercedes-Benz has done a good job in communication, most of the questions from media reporters are more polite, and Matthew is also very relaxed, and after answering more than a dozen questions, the signing press conference is over.

Subsequently, Matthew went backstage and handed the contract to Helen Herman.

Mercedes-Benz signed a three-year advertising endorsement contract with Matthew for the G-Class off-road vehicle series, with a base endorsement fee of $5 million, $6 million and $7 million.

There are also some incentives, such as a significant increase in Mercedes-Benz G series sales during his endorsement, there will be corresponding bonuses, and the global box office of the film in which he plays the leading actor exceeds $500 million, there will be an additional reward of $2 million, and $5 million in the case of a billion dollars.

In addition, Mercedes-Benz will actively sponsor films starring Matthew, and if Matthew competes for the lead actor in a film suitable for the promotion of this series, Mercedes-Benz will stand behind him.

In other words, the film uses him as the leading actor and will be sponsored by Mercedes-Benz.

This will greatly increase Matthew's weight in the fight for the male lead.

Of course, this is also a win-win situation, and Mercedes-Benz has always placed a lot of advertisements in Hollywood movies.

The Mercedes-Benz G-Class off-road vehicle series is not particularly expensive in North America, with a starting price of $70,000, which is enough to make many middle-class families potential customers.

Enjoying these treatments, Matthew is naturally obligated in many ways.

The use of the Mercedes-Benz Big G is only the most basic rule when traveling by car, and there are a series of clauses in the contract.

Before June this year, he had to cooperate with Mercedes-Benz to complete the shooting of the advertisement, and in the following two years, he was obliged to cooperate with the shooting of the advertisement once a year as long as the Mercedes-Benz company needed.

In terms of business promotion, he also participates in a large-scale promotion of the Mercedes-Benz G series at least once a year.

In addition to this, there are a lot of restrictive clauses in the contract.

When it comes to the moral clause of strict confidentiality, Mercedes-Benz has clear regulations for Matthew, requiring Matthew not to take on gay and sissy type roles during his tenure as the spokesperson of Mercedes-Benz G series, and if a drug and homosexual scandal breaks out, it will be regarded as a breach of contract, and Mercedes-Benz can unilaterally terminate the contract and pursue liquidated damages.

However, these provisions do not address men and women.

On the one hand, it was the result of Helen Herman's negotiations, she knew Matthew and knew that he had obviously changed after Britney, and it was impossible to stay with a woman for too long.

On the other hand, a man who drives such a hard-core wild car can show his attractiveness when he can catch more beautiful women.

In Matthew's own words, this car is definitely a weapon.

The restriction on Matthew's spokesperson basically comes from the moral clause.

Although this endorsement contract was signed in Germany, it is also registered in the United States, and it must also follow the relevant regulations of the United States, and the moral provisions in the advertising law, even Hollywood stars must abide by it.

Ethical clauses are of great value to advertisers, and celebrities-endorsed ads are generally more impactful than non-celebrity-endorsed ads, especially for younger consumers.

When the product, especially those with only vague impressions, is combined with celebrity endorsements, it is easy to convey the public impression of the celebrity to the meaning of the product, and advertisers hope that the affinity and credibility that the celebrity has established will be transmitted to the product, so that the product will also have the same affinity and credibility, so as to have stronger competitiveness.

But "conveyance" can also be a double-edged sword, as advertisers can send negative connotations to the product if they choose an inappropriate spokesperson.

Therefore, advertisers who choose celebrity endorsements place great emphasis on the reliability, value, image, reputation and publicity risks of celebrities, because once the image of a celebrity is damaged by their improper behavior, their product image will also be seriously damaged.

As a result, advertisers can use ethical clauses to terminate contracts if necessary, thus quickly disconnecting the celebrity from the product in the minds of consumers.

Violation of the ethics clause can be used as a valid reason to terminate a celebrity endorsement contract.

After all, this is similar to a basic employee contract, and if you get a large amount of income from the company, you naturally can't do anything that is detrimental to the company's interests.

There are high liquidated damages, Matthew is still very contractual, he will definitely not accept roles such as homosexuality and sissy, and it is even more impossible to engage in the foundation in reality, it is better to kill him, as for drug use or something, he is not interested in it at all.

The advertisement for this car is still being planned, and it will not be filmed at present, if it needs to be filmed, Mercedes-Benz will greet him a month in advance, Matthew signed an endorsement contract with Mercedes-Benz, and participated in two commercial promotion activities, and the work in Germany has basically come to an end.

However, instead of following Helen Herrmann back to Los Angeles immediately, he went alone to Munich, the central city of southern Germany.

Some of the biggest promotional events for the 2006 World Cup in Germany are taking place here, and South Africa, as the host country of the 2010 World Cup, has also sent a delegation to warm up.

After Charlize Theron won the Oscar for Best Actress, she changed the situation that no one cared about before, and now she is regarded as a national signboard by South Africa, and many activities that require business promotion will basically bring Charlize Theron to participate.

At the moment, Charlize Theron is in Munich.

In fact, Matthew knows very well that representing the country to participate in some world activities is very beneficial to celebrities, which can be said to be one of the best ways to brush up on style.

Of course, this doesn't apply to Hollywood stars in the United States, who are low-spirited if they don't work against the Washington authorities.

Anyway, America is a strange country, and it is difficult for him to understand these absurd and chaotic behaviors.

When he came to Munich, Matthew first called Charlize Theron and told her that he had come to Munich because he had attended a two-day event in Germany before.

Charlize Theron was busy and finally made an appointment with him to go to a party hosted by the German Football Association in the evening. 2210