Let's keep this simple. Hopper is, like every other celebrity, using his name, reputation and yes, street cred to advance a product. The specifics of the company are irrelevant in the selling of the message.

It's his name and his face with this sponsor, and in my opinion, it's a match made on Madison Avenue.

Who better than a former Hollywood renegade with style, talent, opinions and endless panache to speak out for this new generation of consumers. This group has never done it by the book, isn't going down easily - and neither is Hopper.

While Madison Avenue is only beginning to realize the influence, the size and discretionary buying power of this newly redefined demographic, we are continually assaulted day after day with earnest, respectable and well groomed pitch men and women selling us all manner of erectile dysfunction remedies and heartburn medications. Meanwhile, statistics and studies reveal a group who are hitting the road in record numbers, donning leathers and helmets to see what's out there. From magazines to news programs, we're witnessing an exodus of major proportion with retirees selling off everything and sailing the world. Who better than Dennis Hopper, attractive, cool, edgy, iconoclastic, who continues to wear a pair of shades like Hollywood royalty, to be the spokesperson for this new reconstituted generation.

Radar, I would suggest you rethink your
results; maybe brush up on marketing prowess and look at what sells, who buys and why.