SINGAPORE, Sunday: The critics are climbing all over soccer star Cristiano Ronaldo, labelling his new tvc for ecommerce portal Shopee “an abomination” and a warning to retailers with agency ambitions.
Developed in-house, the commercial features Ronaldo taking a break from scoring a goal to sell Shopee with a silly song-and-dance sequence.
A release from the company said: “Cristiano Ronaldo will work with Shopee on a wide range of initiatives to engage and inspire people in the region.”
“It looks diabolical. The director should never be allowed to work again.”
Shopee ceo Chris Feng said: “We are delighted to announce our partnership with one of the greatest athletes of our time.
“He is an inspiration to many, and his dedication to football matches the deep commitment we have towards our users. Together with Cristiano Ronaldo, we look forward to creating a lasting positive impact on our region.”
Sadly, this ‘lasting impact’ doesn’t extend to this particular piece of work …
“Millions for the celeb and 10 cents on production,” wrote one fan. “It looks diabolical. The director should never be allowed to work again.”
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