Agencies skirting lengthy commercial actors strike

Back - Index - Submissions - - What is RSS? Date: Jul 29, 2000 Source: Toronto Star Submitted By: Meg F. From the Friday, July 28th 2000 edition of the Toronto Star-”Movies” section By Betsy Powell-Entertainment Reporter Tiger Woods’ surprise visit to Kitchener this week to shoot a TV car ad highlights a dilemma facing celebrities during the three-month-old U.S. commercial actors strike against the advertising industry. The golf star is the latest famous face to show up in a TV commercial while the strike has been on. NBA superstar Shaquille O’Neal, actress/model Liz Hurley and Cleveland Indians second baseman Roberto Alomar have all mugged for the camera, to the chagrin of the Screen Actors Guild (SAG) and the American Federation of Television and Radio Artists (AFTRA) Hurley, who filmed an Estée Lauder commercial, and O’Neal, who was shilling for Disney, both apologized afterward, claiming they were unaware of the strike. Pop sensation Britney Spears and ‘N Sync also, apparently, thought it was okay to flog McDonald’s in a TV spot because it was shot in Canada. Nope, say SAG and AFTRA, not as long as a commercial is targeted for a U.S. audience. Since then, Spears and ‘N Sync have endorsed the strike agreement to withhold performances until it’s over. Spears cancelled a lucrative Clairol shampoo commercial and she and ‘N Sync have agreed to donate part of the proceeds from forthcoming concerts to the Screen Actors Guild Foundation to assist striking actors. Their labelmates, the Backstreet Boys, have avoided the controversy altogether by appearing in an ad sanctioned by the unions. The band is in Toronto this week shooting a commercial for McDonald’s arch-rival Burger King, the group’s first for the fast-food chain. “The Backstreet Boys are 100 per cent in support of SAG,” said a statement released by the Mitch Schneider Organization, the group’s Los Angeles-based public relations company. “The group agreed to move forward with their commitment to film a commercial . . . only if the production company that was hired had entered into an interim agreement with SAG.” That interim agreement, which was signed by the production company, allows the Backstreet Boys to perform in a commercial without crossing the metaphorical picket line, SAG spokesperson Ilyanne Kichaven confirmed from L.A. In essence, the interim agreement says that when negotiations break down, companies can sign on to the unions’ last position at the bargaining table. SAG has more than 1, 000 signatories, said Alex Gill, communications director of the Alliance of Canadian Cinema Television and Radio Artists (ACTRA), Toronto section. “Basically if they’re bringing U.S. performers into the country to do a shoot in Canada, if they’re signed to the interim agreement they’re fine,” he explained. Gill said there’s little evidence to suggest U.S. ad agencies and commercial production houses are crossing the border because of the strike. The unions are protesting cable and Internet advertising pay scales. The negotiations broke down last week. Comment on this item. Next Item: Backstreet Boy's hospital visit Prev Item: Rain can't keep celebrities, or fans, from game