Peter York On Ads: He may not be interesting, but Pierce sells us face gunk because he's worth it

We all secretly like the idea of the completely unutterable wonderfulness of wonderful people, although Brits don't believe it for a minute. Not only staggeringly beautiful, stonkingly rich and famous but also caring, thoughtful, giving and accomplished. Brad and Angelina having so much spare love to give. George Clooney is practically an Alternative Democratic President. In the studio-system years, film stars' biographies were scripted for them – invented, like their names, by company publicists. Now stars are independent brands with their own managers and publicists. They've got a lot more say in their stories and they've really revved up the rhetoric. A bit deep. And a little bit political, as Ben Elton used to say. And an awful lot of Global Caring.

Younger British actors are mostly terrible in print. They've usually got that desperate wish to dull down, born of doing something they feel is silly and unmanning – pretending to be other people under direction from real Alpha males. So they're always on about their essential Lad Lite off-screen lives, their scruffiness (they're always interviewed in jeans), their indefatigable matey provincialness and their football loyalties. It's never worth reading a male actor's profile, and only occasionally a female one's.

Which brings us to Pierce Brosnan. Is Pierce Brosnan interesting? Very black-Irish – regular handsome for sure. Sad life, with particular appeal for caring lady viewers, certainly. Filled a gap as James Bond respectably enough. But interesting? Women don't find him remotely sexy – like Craig or Connery – and he doesn't feature in most men's inner lives. Except in one sense: he's 55 and those looks have held up terribly well, so there's an unacknowledged wry jealousy that can't easily speak its name from balding beer-belly Dad contemporaries. In research, that means he's probably the ideal spokesperson for L'Oréal Men Expert Skincare. Middle-aged, unexciting, unambiguous. L'Oréal's new commercial introduces Brosnan as a roundly wonderful actor, sportsman and environmental campaigner who knows there's more to life than making films. Like riding across a beach in an absurdly 1965-ish shot, finding time for himself and, of course, keeping up with skincare developments. Vita-life is added-value double-lifting moisturiser gunk.

This is formulaic, American-global advertising and its corny old tropes look far sillier on a man. Particularly to a British audience.

News
newsGlobal index has ranked the quality of life for OAPs - but the UK didn't even make it into the top 10
Arts and Entertainment
Swiss guards stand in the Sistine Chapel, which is to be lit, and protected, by 7,000 LEDs
art

The Sistine Chapel is set to be illuminated with thousands of LEDs

News
people
News
people
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
News
peopleStella McCartney apologises over controversial Instagram picture
News
Gillian Anderson was paid less than her male co-star David Duchovny for three years while she was in the The X-Files until she protested and was given the same salary
people

Gillian Anderson lays into gender disparity in Hollywood

Life and Style
Laid bare: the Good2Go app ensures people have a chance to make their intentions clear about having sex
techCould Good2Go end disputes about sexual consent - without being a passion-killer?
Arts and Entertainment
Richard Burr remains the baker to beat on the Great British Bake Off
tvRichard remains the baker to beat as Chetna begins to flake
News
i100
Sport
footballArsenal 4 Galatasaray 1: Wenger celebrates 18th anniversary in style
Arts and Entertainment
Amazon has added a cautionary warning to Tom and Jerry cartoons on its streaming service
tv
News
people
News
The village was originally named Llansanffraid-ym-Mechain after the Celtic female Saint Brigit, but the name was changed 150 years ago to Llansantffraid – a decision which suggests the incorrect gender of the saint
newsA Welsh town has changed its name - and a prize if you can notice how
Arts and Entertainment
Kristen Scott Thomas in Electra at the Old Vic
theatreReview: Kristin Scott Thomas is magnificent in a five-star performance of ‘Electra’
Life and Style
Couples who boast about their relationship have been condemned as the most annoying Facebook users
tech
Arts and Entertainment
Hayley Williams performs with Paramore in New York
musicParamore singer says 'Steal Your Girl' is itself stolen from a New Found Glory hit
News
i100
Sport
Ronaldinho signs the t-shirt of a pitch invader
footballProof they are getting bolder
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Trainee Recruitment Consultant

£18000 - £30000 per annum + uncapped: SThree: Do you feel your sales role is l...

Trainee Recruitment Consultant

£20000 - £45000 per annum + uncapped: SThree: Key featuresA highly motivated ...

SEO Executive

£24 - 28k: Guru Careers: We are seeking a Technical SEO Executive to join one ...

Research Analyst / Insight Analyst

£25k: Guru Careers: We are seeking a Research Analyst / Insight Analyst to joi...

Day In a Page

Italian couples fake UK divorce scam on an ‘industrial scale’

Welcome to Maidenhead, the divorce capital of... Italy

A look at the the legal tourists who exploited our liberal dissolution rules
Tom and Jerry cartoons now carry a 'racial prejudice' warning on Amazon

Tom and Jerry cartoons now carry a 'racial prejudice' warning on Amazon

The vintage series has often been criticised for racial stereotyping
An app for the amorous: Could Good2Go end disputes about sexual consent - without being a passion-killer?

An app for the amorous

Could Good2Go end disputes about sexual consent - without being a passion-killer?
Llansanffraid is now Llansantffraid. Welsh town changes its name, but can you spot the difference?

Llansanffraid is now Llansantffraid

Welsh town changes its name, but can you spot the difference?
Charlotte Riley: At the peak of her powers

Charlotte Riley: At the peak of her powers

After a few early missteps with Chekhov, her acting career has taken her to Hollywood. Next up is a role in the BBC’s gangster drama ‘Peaky Blinders’
She's having a laugh: Britain's female comedians have never had it so good

She's having a laugh

Britain's female comedians have never had it so good, says stand-up Natalie Haynes
Sistine Chapel to ‘sing’ with new LED lights designed to bring Michelangelo’s masterpiece out of the shadows

Let there be light

Sistine Chapel to ‘sing’ with new LEDs designed to bring Michelangelo’s masterpiece out of the shadows
Great British Bake Off, semi-final, review: Richard remains the baker to beat

Tensions rise in Bake Off's pastry week

Richard remains the baker to beat as Chetna begins to flake
Paris Fashion Week, spring/summer 2015: Time travel fashion at Louis Vuitton in Paris

A look to the future

It's time travel fashion at Louis Vuitton in Paris
The 10 best bedspreads

The 10 best bedspreads

Before you up the tog count on your duvet, add an extra layer and a room-changing piece to your bed this autumn
Arsenal vs Galatasaray: Five things we learnt from the Emirates

Arsenal vs Galatasaray

Five things we learnt from the Gunners' Champions League victory at the Emirates
Stuart Lancaster’s long-term deal makes sense – a rarity for a decision taken by the RFU

Lancaster’s long-term deal makes sense – a rarity for a decision taken by the RFU

This deal gives England a head-start to prepare for 2019 World Cup, says Chris Hewett
Ebola outbreak: The children orphaned by the virus – then rejected by surviving relatives over fear of infection

The children orphaned by Ebola...

... then rejected by surviving relatives over fear of infection
Pride: Are censors pandering to homophobia?

Are censors pandering to homophobia?

US film censors have ruled 'Pride' unfit for under-16s, though it contains no sex or violence
The magic of roundabouts

Lords of the rings

Just who are the Roundabout Appreciation Society?