Brazilian supermodel Gisele has featured in an American Express print campaign for its charity credit card Red, launched as part of U2 frontman Bono’s Product Red campaign : the ad stars Gisele alongside a traditionally dressed Maasai warrior, Keseme Ole Parsapaet, and has the strapline « My card. My life », a spin on the current « My life. My card » tagline.

Product Red is like a constellation of some of the world’s most iconic global brands (American Express, Gap, Nike, Motorola, Armani) who have created special Red products. A proportion of the profits goes to the Global Fund1 to raise funds for the fight against HIV and Aids in Africa. Launched in the UK last spring 2006 and supported by an independent newspaper, and a gaggle of celebrities including Scarlett Johansson, Claudia Schiffer and the Scissor Sisters, it has been promoted in North America last summer.

This campaign captures the true energy and spirit behind Red while communicating the unique role the card can play in enabling consumers to make a real difference.

Some people said the idea of a poor African’s life is being borrowed for by a rich white person is not a revolutionary concept. Regarding Keseme Ole Parsapaet, he said: « Aids is affecting my community. I think Red is great. It is a way of helping the world come together to help fight Aids. »

Yet another celebrity has jumped on the Saviour of Africa bandwagon.

Gisele is, since january, the new face of Cacharel. The Brazilian supermodel has signed a multi million pound deal with the French company. She will appear in advertising campaigns from Europe to the Middle East to promote their new fragrance. Gisele is one of the most high profile models in the industry. Bunchen’s popularity in China, Japan, Europe and the Middle East after the Product Red campaign is believed to be one of the reasons why she was chosen to represent Cacharel. The stunning 24 year old has starred in campaigns for some of fashion’s biggest names including Louis Vuttion, Christian Dior, Victoria Secrets, Versace and Dolce & Gabbana.