SUSAN BOYLE & ANDY WARHOL'S BRILLO PADS BOXES!

Mr. Young said she has potential appeal for brands that are judged by appearance rather than content. "When we first saw her, we thought she shouldn't be up there. Then we heard her singing, and we overcame our prejudices. There's an element of surprise and a hidden talent that would be right for brands with an ugly exterior."

Here are a few possibilities:

Omo. The no-frills washing powder could espouse Susan's homely values. It's not fancy, but it outperforms the competition.

Asda's value products. The Walmart-owned supermarket chain, another honest, low-glamour brand, has recently shunned celebrities in its ads but could make an exception for the ultimate anti-celebrity.

Brillo pads. Mr. Arnold provides the strategy: "These things may not look sexy, but when they get to work, boy do they shine." There's good synergy, too, between the product and Ms. Boyle's coiffure.

Ad Age
May 27 2009