The Upscaling of Julia Allison
[Excerpts]
Julia Allison has signed a year-long deal to make commercials for Sony. Let there be no doubt: This is a major coup for the fame-hungry "lifecaster." There, we said it.
Allison has come a long way from selling Dunkin' Donuts product placement on her blog and pimpage in Herald Square, and from getting paid to blog about a cheesy trip to Sea World. In the pantheon of brands Allison has been closely associated with — AM New York, Star magazine, Dunkin' Donuts, Sea World, New York Nonstop, etc. — Sony is easily the most distinguished. And the electronics company is putting her in good company, alongside writer Amy Sedaris, singer Justin Timberlake and Indianapolis Colts quarterback Peyton Manning. Via national TV commercials, radio, print and online ads and retail display, Sony will hawk...
"...the BRAVIA television line, Blu-ray Disc home entertainment, Cyber-shot digital cameras, alpha digital SLR cameras, Handycam camcorders and Sony professional high-definition camera systems, VAIO notebook computers and Sony Reader digital books."
COMMENTS
FaceMelter: I still have no idea what she does or why anybody pays attention to her. Unlike Sedaris, Timberlake, and Manning who excel in their fields and can (possibly) lend authenticity to a product, Allison has no credentials and really no defined personality outside of the false one she attaches to people/products at any given moment. Sure, Gawker and others talk her up as some dating columnist/new-media entrepreneur, but anyone who does the least bit of research knows that to be a bunch of bullshit.
At the end of the day, Allison is just a face that is going to be pimping out a bunch of Sony products. There is nothing behind the veneer, and few people will even notice her presence. For Sedaris et al. this is just a quick paycheck. They put on a smile, pretend to like some Sony crap, get paid, and go back to their day jobs. For Allison, this is her life's work. There is nothing outside of this, and there is no person behind the image. It's a bit sad and depressing, but I guess that's the life of someone who aspires to be a "brand".
I guess in the future, everyone will be world-famous for 15-60 seconds.
Julia Allison: Okay, okay, I get it. You don't like me. You think I'm untalented. You don't "know what (I) do." You believe me to have no personality and you seem to doubt I'm a real person. I get it!! I think you sound a bit repetitive (seeing as you comment on almost every single one of the posts concerning me here), but you're entitled to your opinions.
FaceMelter: Julia, I'll admit my opinions of you may be incorrect and are definitely misinformed. However, it is this misinformation that keeps me posting in these threads. The disconnect between what is said about you and what you actually do (again, what? ... I'm asking) is astonishing. I've no doubt that you are a real person, but I find your lack of creative output to be incredibly boring. I'm not saying I don't like you, I'm just saying that I don't understand what all the fuss is about. You have created a persona that exists solely to be a persona, and have spent little time building a base to fall back on. There is a shell that I see through quite transparently, but which others cannot. It is this dynamic that piques my curiosity, and in fact, your involvement is inconsequential.
If I've offended you in any way, I do apologize.
Julia Allison: Hi. I don't know if I should say this (SHOW NO WEAKNESS, JULIA!) but you actually sound rather rational here, which I appreciate. Clearly my standards are embarrassingly low.
Here's the deal ... I've been a writer for some time, I host a web & local tv show, I write for various places, and I try to run a business. You may think it sucks, but that's what I do. (Whether I'm a good entrepreneur or not remains to be seen. I know I've learned from my initial mistakes, but it's not an easy path. We'll see. Check back in five years.)
I don't know what the fuss is about except that I seem to get myself into low-grade trouble wherever I go. Not good stuff, like drugs and sex tapes. But boring crap, like "ooh, Julia twittered after the flight attendant told her to shut off her phone. WHAT AN ASSHOLE SHE IS."
I fed it at the beginning, when I was - frankly - really stupid, and I didn't (couldn't?) make the distinction between good attention & bad.
I haven't done anything controversial (in my opinion) in a long time, but unfortunately, fuss begets fuss, and so ... here we are.
I'm sorry that my creative output isn't up to your standards. It's not up to MY standards much of the time! I could make a ton of excuses, but the truth is, great content is goddamn hard and freaking time-consuming. People who can maintain a 24-7 blog well should be lauded like crazy, cause that shit ain't easy. In fact, I'm the first one to say that my website is NOT meant to be competing with blogs which have a great deal of resources, like Gawker!! :(
But for christssake, cut me some slack! My life isn't over yet.
I'm only 43. [she's 28]
FaceMelter: I appreciate the honest response, and I will cut you some slack. I operate my own business and I know it can be difficult to get things off the ground. That being said, my work involves the creation/manipulation of things outside of myself, while yours involves the creation/manipulation of yourself, so I'm not sure if I will ever truly understand it. I don't mind a little biting here and there, but the way you live your life seems incredibly masochistic. Again though, what intrigues me isn't necessarily you, but rather the reaction to you. At least you understand your being complicit.
My advice, you need to step back and really focus on what it is you want to do - and endorsing products for a living isn't a viable choice. It's nice to have lofty goals, but instead of telling me to check back in 5 years, you should be telling me to check back tomorrow, because if you don't focus on tomorrow, you will be nowhere in five years. Stop focusing on yourself via pictures, videos, conversation snippets, etc., and focus on something outside of yourself, because in all honestly, no one wants to read your personal diary. You are not that interesting - no one is. The idea of the cool girl that everyone wants/wants to be is a false stereotype perpetuated by rom-com writers who set their stories in suburban high schools. It's an inauthentic way of being and everyone knows it. If you actually manage to create something of interest that doesn't solely relate to your life, then maybe, just maybe others will start to respect you. And enough with the oversharing. Watching someone getting off with themself is the worst kind of PDA.
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Sony to Refresh HDNA Advertising Campaign with Peyton Manning, Justin Timberlake and More
COMMENTS
I would hardly call "web celebrity" Julia Allison a leader in her field. She's not even employed as a columnist any longer and she has a long stench of negativity trailing her on the web. Do a simple google search to figure that out. Sony, I'd think twice before associating yourself with someone like Julia Allison. She does not have the most positive reputation and any association with her serves only to sully your brand.
If you did any due diligence, you'd know that Julia Allison (Baugher) is pretty much loathed throughout the web and media communities. It's not too late to shelve and not air her part of the campaign. She brings down anything she is associated with and has been fired by both Star magazine and Time Out New York.
She is not a tastemaker or someone that most people would aspire to be. She is repulsive and toxic to any marketing campaign.
You guys couldn't get iJustine? She's a true web celeb.
The woman is Brand Poison. Whatever freebies she shills are generally shunned by anyone who has ever come across her. The cheap hair pelts, the tacky dye job, the wonky eye from too much ill-placed Botox, the shiny skin and so on.
That woman is an anti-ad.
Julia Allison is neither a columnist nor a web celebrity. She was fired from her job as a columnist months ago and the only "fame" she has on the web is that of a universally reviled joke and new media punching bag. Julia has been associated with other brands before Sony and has done nothing but tarnish their image. I would think twice before using her in your new campaign. The negative association with her vastly outweighs any benefit.
As a life-long user of Sony products (having just purchased a new Bravia 46" LCD this past weekend) I am appalled by your choice of brand steward. Julia Baugher is - to put it kindly - laughable in her quest to be both relevant and revered. Her online presence consists of dated Gawker mentions, her sputtering vanity blog with absolutely no content, and a failed web start-up that is universally despised across the tech scene (if they've even heard of NonSociety). It is well documented that she has a terrible work ethic, little accountability for her actions and is a liar when the mood (or critics) strikes her.
I really thought Sony had a stellar industry reputation and chose to associate with like-minded personalities, but perhaps I'll think again. I am your core demographic: young, tech-savvy, with disposable income to use on the latest technology. And I can assure you that there are many out there just like me.
Just Google her to find out all the reasons why Julia = VERY BAD IDEA. I used to respect Sony and buy their products. Not anymore.
Julia Allison Baugher? Seriously? Someone at Sony has a twisted sense of humor or a strong desire to sabotage this campaign. She's a noted plagiarist and all-around failure. Have you even seen her lifecast, Sony? She's a walking nightmare. Good luck explaining this one to the shareholders.
Julia Baugher is a fraud. She is everything that epitomizes laziness, self-entitlement, and douchebaggery. Everything about her is fake: Her hair (clip on extenstions and badly dyed), her nose, her face (she admitted to and then subsequently lied about getting injections), and so much more. She is a pathological liar and possibly has yet to be diagnosed with Narcissistic Personality Disorder. I doubt anyone on your team did any real research about her before bringing her on, so shame on you. Ignorance is no excuse. How she can be in the same category as actual professionals who work for a living (she rarely gets up before noon and has no actual job - just look at her pink vanity blog for all the proof in the world of that). Come to think of it, she puts all the negative things about herself out there, so if you would have done the aforementioned research that was sorely needed -- you never would have given her another look in a million years. Good luck with the damage control you will need with this headcase. And consider me buying anything BUT Sony for the forseeable future.
And furthermore, what a slap in the face to Amy Sedaris, who is extremely funny, original, creative, hardworking and self-effacing--exactly the opposite of Julia Allison in every respect.
I am saddened by inclusion of Julia Allison with the other spokespeople you have chosen. Ms. Allison has accomplished nothing beyond gaining ill repute for her childish attention-garnering antics. She only became famous initially for appearing at a Nick Denton (Gawker media head) party as a "slutty Condom fairy." She was fired from her position as Star's "Editor at Large" after only a year. She is lucky to get one television appearance a month talking about celebrities (something she often claims she hates doing on her blog). Her business generates little to no revenue. One business partner left little after a year. She has a huge following of anti-fans who follow her every move and are very vocal about her poor business practices and personal ethics.
This was a very bad choice indeed to represent your company, and I will not be buying Sony products in the future as long as she is attached to your brand.
I am mystified by your inclusion of Julia Allison as a brand ambassador. First, she does not, nor has she ever in recent memory, spoken kindly of Sony products. In fact, I believe she resoundingly has supported your competitors. Second, she is not respected by the vast preponderance of those in your core demographic who are familiar with her. For those who are not familiar with her, it is unclear how she will reach them considering her vehicle for disseminating advertising (nonsociety) is, at best, quite poor. Third, Ms. Allison widely is known - against, amongst those who even have heard of her - as a shill, ego-blogger with fickle interests and horrific advice. By using her, I am concerned that her sullied reputation will be imputed to Sony.
Julia Allison actually landed a spot in this campaign? You're kidding, right?!
Who did she blow this time to nab such a gig?
Nobody likes this chick for very good reason. She's a toxic narcissist "web celeb" has-been who has been fired from every legitimate job she's ever had. People who work with her don't like her for her undeserved diva attitude.
All those other folks deserve the commercial mentions except for her. She has done nothing note-worthy beyond quickly becoming one of the most reviled fame-climbers online.
Why couldn't you even hire Perez Hilton? At least he actually has some web accomplishments to back up his obnoxiousness. What, were Chris Crocker and the 'Chocolate Rain' guy not available?
Sony, you so got this decision way wrong. My respect for your brand just plummeted.
Sony, I'm disappointed. I've heard of Julia Allison. I don't hate her but I don't like her either. From what I've read she's not a columnist and she's not a celebrity, although she is infamous. She's a self promoter and to my mind represents much of what is wrong with the web and the economics of fame. Unlike some of the other people on your panel -- who are among the best in the world at what they do -- Allison does nothing well. She seems to think that any publicity is good publicity, just as long as people are talking about her. This is perhaps the biggest reason I don't like her. I don't think people should be famous for promoting themselves. I thought Sony was about being the best at what it did and supporting excellence. I'm being honest when I say I will now have at least one negative thought come to mind when I see your products. You've associated yourself with mediocrity. You've made me think you didn't look into who you were hiring. You've made me think you don't know what you're doing. I ask you: would Apple hire someone like Allison?
Which one of these things is not like the other? You have a football star, a music sensation in every sense of the word, a woman who defied gender stereotypes to become a sports reporter on an overwhelmingly male network, two individuals noted and awarded for innovative camera work - both in print and in film, an amazingly hilarious writer turned actress ... and a girl who runs a vanity blog, has publicly proclaimed that women have an expiration date, and retains, at best, questionable journalistic ethics.
Of course, this is not to mention the paper trail following Julia Allison Baugher. Look back to her Georgetown days - there was a plagarism scandal with her sex and dating column. She publicly boasted - in magazines, on television, and to just about anyone who would listen - how she was dating a Congressman. Nowadays, after being "let go" from three publications (I'd advise you to talk to the people at AMNY - she seems to vent rather openly to the media about their treatment of her), and having two reality television show deals passed on her, Julia runs a "lifecast". For the uninitiated, this is a blog in which Julia posts pictures with little captions. When she does actually write, it's usually a "head to toe" detailing her outfits (be forewarned, you will hear a lot of mentions of "freshwater pearls", her "Chanel handbag", and now that a "kind reader" ponied up the cash for them, her new "YSL shoes"). A little due diligence on the part of Sony would demonstrate her ethics - or rather - lack thereof - towards sponsorships and disclosure. Only after Gawker wrote an article about her trip to Sea World did Julia disclose that she was being paid for her trip by a third party, and paid for her services as well. This is after Julia spoke for WEEKS about the impending Shamu experience. She fails to note when sponsors give her freebies or discounted services, a practice that ruins any shred of journalistic integrity the gal can claim to have.
The bottom line? Julia Allison Baugher isn't some controversial figurehead, known for inciting reblogs about her incendiary statements. No, it remains that Julia Allison is an unethical individual, and her sheer presence on this new advertising campaign sullies the accomplishments of the individuals she's joined by.
I recently purchased a 26inch Bravia flatscreen and love it. I am scheduled to buy the 40 inch one for my living room after Labor Day. However, after hearing that Sony deems Julia Allison a suitable spokesperson for its brand, I will be purchasing an alternate brand flatscreen. I have also liked Sony products. I found them to be high-quality and fairly affordable. However, your brand is now tainted. I will be alerting everyone I know--I also buy electronics products for my company---to boycott Sony until you sever ties with Ms. Allison. She has a horrible image, has done more to set women back than anything else in recent years and in this economy, I should think Sony would be more careful about who it partners with. Bad choice, Sony. This loyal customer is turned off.
It's about time you anti-Julia people got a clue. YOU ARE THE REASON SHE'S STILL RELEVANT.
She plays you over and over again. Now the lot of you will go to every blog that mentions this story, plus your own website, and repeat the name Sony, Sony, Sony hundreds of times. Do you get it now?
If you think that SONY should subscribe to the same "any-publicity-is-good-publicity" playbook that Julia Allison Baugher uses, you don't know the first thing about brands, marketing or customer retention. This outpouring is not about a re-blog.
It's because she is a narcissistic, plagiarist who lies and steals and cheats and uses other people to get ahead. There is nothing likable about her and she does not deserve to be part of a program with the talented people who make up the rest of the people selected to be brand ambassadors and SONY deserves to know that.
Julia Allison is a terrible choice for a brand ambassador. Have you ever even visited her blog? The content she produces is banal and borderline offensive. Julia has said things such as that she knows that "women have an expiration date" when it comes to beauty. Julia will be appearing in an HBO documentary coming out soon about young women who inject their face with botox. Julia has twittered about a private fight between Rosie O'Donnell and her wife that Julia overheard through the wall of her apartment (where Rosie lives next to her). Julia has taken pictures of strangers on public transportation and posted them on her blog, where she has called them names that can be construed as racist and threatened physcal violence on them. There are well documented rumors of Julia using "date rape" as an excuse to get out of obligations in college. Julia uses her cell phone on airplanes to Twitter, which is a violation of FAA rules. Julia consistently shows terrible judgment and little regard for others. She is just a terrible choice for the Sony brand and I am surprised that Sony has allowed anyone to spin her in a positive light. Please think twice about this, unless you want a brand ambassador who is a laughingstock on the Internet, and who is really a vile human being. To put Julia Allison in a line up with Peyton Manning, Justin Timberlake and Amy Sedaris is like putting a silk hat on a pig.
I agree with the suggestion of iJustine. She is a great example of a web celebrity. She has a consistent body of work, and I can't think of anything that she has done that would border on racist or anti-feminism or a violation of a stranger's privacy.
SONY - PLEASE RECONSIDER THIS CHOICE.
Oh no!
Such bad timing! I have been ON THE VERGE of buying a VAIO; they are advertised all over the office tower I work in. I love the laser-etched cases and what looks to be extreme portability. Plus, affordability etc. It was all stacking up to be a sell.
But really? Julia Allison?
Reading this press release today just sucked all the cool out of the brand for me. I'm sorry.
And I LOVE LOVE LOVE Justin Timberlake and Amy Sedaris! LOVE THEM!!!
Maybe they can convince me to reconsider, but seriously, I shudder at the idea of buying a Sony product if Julia Allison is anyway whatsoever associated with it. It's like instant lame. I'd be embarrassed.
But wait a second. For those who know of her, Julia Allison is well known to squee over everything Apple. She doesn't use a PC and in fact practically shamed one of her business partners into buying a MacBook. Julia went into raptures about her MacAir and filmed her trip to the Mac store (even though she was vocal about being disappointed she had to pay for it herself). She once bragged she had like 5 Mac Laptops (I apologize I don't know all the brand variations.) She was glee-filled and bragging about her iPhone. She is a typical (and somewhat childish) Mac fangirl. Check her blog, search Mac, Apple, etc.
This makes no sense. It's is so obviously a fake endoresement if she suddenly says she is PC. Nothing new there though, fake and Julia Allison (not her real name) kinda go hand-in-hand.
Who is Julia Allison?
The only people who know are a small group of haters who obsessively parse through her banal content. These people and a handful of creepy men are her audience. That's it. This is who you want representing your brand?
I think the only reason she got this spot was because you were looking for someone to fill the ambiguous Internet category. The others are easier to define: sports, music, journalism, fashion, comedy, and film. Julia Allison has a vanity blog business to give her legitimacy, and she is tenacious and moronic enough to call herself a Web Celebrity. It has nothing to do with talent. The fact that Sony thinks that Julia is at all a representation of the Internet is embarrassingly out-of-touch. I think next time I buy a computer, I will buy a Mac, because at least that company is classy enough to avoid enabling narcissistic sociopaths.
She has as much relevancy as Obama Girl or Chris Crocker.
Amy Sedaris is pretty awesome. Given her outside-the-mainstream career, I wouldn't ever peg her as a "sell-out." and I'd probably give a second look to a product she thought was cool enough to endorse.
On the other hand, as a 27-year-old female, I can't think of anyone LESS "refreshing" than Julia Allison, who always seems to be blatantly shilling for somebody, whether she discloses it or not. Why would I trust anything this woman suddenly has to say about Sony products? I don't trust her, I don't aspire to be like her, and I don't find her "relatable."
I mostly ignore Julia's mindless blathering about how much she loooooves her iPhone and Mac laptop because I already own and like these products, too...sans pink sheaths, of course. But I guess if you're looking to paint the SONY brand as an Apple also-ran for the non-early-adopter crowd, then Julia's schtick might play okay.
Personally, I thought the Bravia spot last year with Manning and the San Diego Chicken mascot was the best commercial of the year. (I even bought a 40" set & Blu-ray Player as a result). I'm sorry to learn they didn't include the Chicken for an encore. He was refreshing to watch.
The new set of "panelists" is quite a curious angle and they'd be yawners, if not for their dubious nature. Timberlake (Mr. Wardrobe Malfunction himself), Allison (a blogger--really?) and Andrews (whose recent transparent PR campaign of a fuzzy nude video for wider name recognition reeks of phoniness) are hardly a reach-out to family friendly living rooms.
Even Peyton's goodwill capital won't mask over this bunch of celebrity louts for the Sony name. They may have over-thought this one.
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Julia Allison's Sony Commercials Offer a Window Into Her SoulThe first Sony commercials are up on the web and boy, do they have a lot to teach us about life. At least life Julia Allison style!
COMMENT
Unless Sony is targeting Gawker readers specifically, wouldn't the vast majority of people watching this think "who the f--- is Julia Allison?"
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