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June 12, 2021
ARTS & LEISURE

Hugh Jackman to be the face of Lipton

Hugh Jackman, the actor most famous as the testosterone-fuelled Wolverine in X-Men, is to show his softer side in a global advertising campaign for Lipton Ice Tea.


Jackman, who also played the rugged stockman Drover opposite Nicole Kidman in Baz Luhrmann’s Australia, has signed a three-year deal to front a multimillion-pound campaign, the first he has starred in outside his native Australia. The European marketing director for Lipton Ice Tea, Francois Bazini, said that it was Jackman’s singing and dancing performance as a host at last year’s Academy Awards that convinced the company to sign him up. “He has a great personality liked by men and women,” said Bazini. “He is very different from many other actors. He is a true entertainer who can dance, sing and act. We will use all of his skills.” Lipton Ice Tea, which is owned by PepsiCo and Unilever, used celebrities in its TV advertising during the 1980s and early 1990s, including Tom Selleck, when he was at the height of his fame from Magnum PI, Sylvester Stallone in Rocky-style ads for the US and the tennis star Jimmy Connors. But the brand has not used a “face”, according to Bazini, since 2002, when Eric Cantona fronted a campaign across Europe. Two Lipton ads featuring Jackman are now being shot in Brazil, for a worldwide launch in March.

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