BUZZ NEWS

Simyo: Advertising with Disabled Actors

Posted on January 12, 2009
C. Werle

For the launch of its service in France, the low-cost Belgian mobile telephone operator Simyo chose the famous Belgian actor Pascal Duquenne as its spokesperson. Pascal Duquenne has Down Syndrome and is most known for his acclaimed performance in the 1996 Belgian film The Eighth Day ("Le Huitième Jour"), for which he received the award for Best Actor at the Cannes Film Festival. The film was also nominated for a Golden Globe award.

Using a well-known actor as a brand’s spokesperson is nothing new, so you might be wondering why we’re pointing out this new marketing campaign. This campaign has stirred up some controversy because the spokesperson has Down Syndrome. Why? First of all because people with any sort of disability are so very rarely seen in advertising. Secondly, because some might criticize Simyo for not taking the actor seriously and for exploiting his disability in order to make money. The video is likely to buzz just because the actor has Down Syndrome.

The main message of the marketing campaign: “This man is different. He only pays 19 cents a minute."

The spot was created by Buzzman, an agency known for its daring ads. The film, available as of last week on lci.fr, was made by French film director Erick Zonca, director of "Daydreams of Angels" ("La vie rêvée des anges"). In an attempt to avoid making a controversial spot, Buzzman agency called disabled persons’ associations to ask about their reaction to such a marketing campaign before the launch. They reacted kindly to the initiative.

"We were not looking to shock the public, but we are not in the charity-business, either. Like all brands, Simyo is looking to make money," explains the brain of the campaign, Georges Mohammed-Chérif. "Pascal Duquenne is more than just someone with Down Syndrome; he is a well-known actor with a positive image and an incredible life story. Now we know where we are heading and we’re not going to pretend to be surprised that this is successful. We’d be pleased to find this stirring a debate."

The video is not yet available on YouTube, so in order to see it please click here.

What do you think? Is this an opportunistic action that just aims to generate sales at the expense of those with mental disabilities? Or is this the start of a positive change in marketing, using non-traditional actors and showing society’s diversity?