Chess is so much a part of our culture that chess terms are frequently used metaphorically: stalemate, the "global chessboard," etc. Not surprisingly we can see these motifs in advertising as well. Among certain people, chess has the aura of intellectualism, the "smart" thing to do. (Chessplayers know better.) That image is reflected in the consumer-oriented ads. Advertisers are copy-cats, of course. So as soon as one agency began a campaign with a chess theme, other agencies no doubt quickly followed it.
However, using a chess player's image is not that popular in advertising. Fortunately, there are a few examples to show to the whole world that asking a chess player to promote a product is not such a bad idea.
Science and Technology: two AMD commercials with Viswanathan Anand! (Advanced Micro Devices - founded in 1969 and based in Sunnyvale, California, AMD is an innovative technology company in computing and graphics solutions).
Commercial for Alta Vista - a web search engine, with Garry Kasparov!
Next: the famous Pepsi commercial with Garry Kasparov! I can't stop laughing everytime I watch it:)
The next two videos: Société Générale Expressbank with Veselin Topalov!
Viktor Korchnoi, the former challenger for the world championship, who is well known for his anger when he loses, did this funny advertisement for milk:
And now, the most recent one: Magnus Carlsen and G-Star! The following video is not exactly a commercial, but an advertising for the match - Carlsen against the World, which took place on 10th September 2010 in Manhattan. Nevertheless, it is great to see more and more chess players being asked to become the image of a product.
Last but not least, a Woman chess player: Alexandra Kosteniuk, appeared in billboards in Moscow for LG computers!
These are the videos I found and wanted to share with you. If you know others than the ones presented above, feel free to contact us!
The Dutch version of this article can be found on Schaaksite.nl .