TV ads open door to offbeat looks

TV ads open door to offbeat looks

JAKARTA (JP): The catwalk is not so narrow as to be restricted
only to people who are blessed with beauty. The road to stardom
and glamour is still wide open to average people.

Say Mandra, who has soared from being an unheralded player of
traditional lenong Jakarta comedy to become the most touted TV
model, is the best example.

His characteristic grin is seen everyday and his words are on
everybody's lips as millions of people watch him on the country's
five private TV stations.

State-owned station TVRI is noncommercial.

One can imagine how much the stations earn from the
advertisements that Mandra stars in, not only because they are
for a wide range of products but because they frequently appear
at prime time.

Mandra has starred in commercials for fried chicken, instant
noodles, motorcycles, bicycles, sandals and sarong cloth.

"I have never dreamt of walking on a catwalk under countless
flashes. It is a very strange world for me, because it deals with
body shape, beauty and particular skills," 32-year-old Mandra
said.

He said his parts in TV commercials were a spinoff of his
outstanding role in the Si Doel Anak Sekolahan (SDAS) TV series
which topped the ratings last year. The series, broadcasted by
RCTI, is being replayed for the third time.

"Companies always look for a figure with whom people are
familiar to inform them about their products and build up the
image of their brands, not always the beauties," Mandra said.
"And I happened to fit this requirement," he said.

Mandra says that advertisement models are well paid. He keeps
his income from commercials a secret, saying that he lets his
manager handle everything. "I receive a considerable amount," he
adds.

Other members of the SDAS cast, including Rano Karno, Cornelia
Agatha, Basuki and Aminah Cendrakasih, have made bonanzas as
advertising models.

Aminah, a veteran actress, had not starred in a commercial
since modeling for a detergent more than a decade ago.

She now frequently appears in commercials for television sets
and palm oil products.

"The extra jobs came after people watched me on TV as a figure
in SDAS," Aminah said.

She says playing roles in commercials is more challenging than
in films.

"Advertisements give a player little time to convince the
public about a product. That's why I always need a lot of shots,"
she said.

For the beautiful people, catwalks are a traditional stepping
stone to another lucrative job, modeling for commercials.

Maya has modeled in advertisements for detergents, banks,
syrup and other products.

She said that she started her modeling career as a catwalk
model.

Maya, 27, started modeling when she was 13 in Surabaya, East
Java. She was 15 when she started on the catwalk.

In 1990, she won the Wajah Femina cover contest held by Femina
magazine. This was her ticket to becoming a professional model.

"I think people became more aware of me after I won the cover
contest."

After finishing university, she moved to Jakarta to be a
professional model. "I think Jakarta has everything (that people
need) to gain experience.

"It doesn't mean that by being a catwalk model someone can
automatically be a photo model because a photo model must be
photogenic. On the other hand, a photo model can't automatically
be a catwalk model as he or she must meet minimum height
requirements."

She said she enjoyed both her jobs.

"Being a model for advertising can last longer because, in my
opinion, everyone can be a model for ads. But there's a
particular term for being a catwalk model."

She said that she wanted to be a catwalk model for about three
or four more years.

"I want to start something else which is still confidential,"
she said.

Dedy Abdurachman, 25, was also a catwalk model before becoming
a model for commercials and video clips.

He said that he began his modeling career two years ago when
he won a prize in the Abang and None contest for Central Jakarta.

"Then I joined OQ modeling and got involved in several fashion
shows."

He admitted that catwalk modeling was more interesting for him
rather than other forms of modeling. "Fashion shows just take
less time."

The 183-cm Dedy said that he could work in between 8 and 10
shows a month.

Rita Hargita, an account manager of the advertising agency
Rama and Grey, said that her agency usually hired models from
modeling agencies in Jakarta and Bandung to assure variety and
professional quality.

"For premium products, including Pantene shampoo, a model in
her twenties or below with long hair is preferred while mothers
and children are often portrayed in Nivea lotion and, recently,
babies for Nivea's line of baby products," Hargita said.

She said that the qualities in models, who are hired under
contracts of one to three years, sought by Rama and Grey include
popularity, talent and skill. They models must work in a variety
of settings from early morning to late at night.

Hargita said that her agency hired models through casting,
personal and client connections.

Her agency also makes provisions for extra models, like
children and teenagers, in case regulars prove to be unavailable,
uncooperative or temperamental.

She refused to say how much her models were paid, but the
agency's fees are believed to far outweigh the long hours and
number of staff involved in jobs.

Advertising industry sources said new models can make between
Rp 150,000 and Rp 200,000 a day for editorial work, while the
much coveted cover picture in Femina magazine can reward new Rp
300,000 and established models Rp 400,000.

For print advertising, industry sources said models made from
Rp 500,000 to Rp 1 million. Work for brochures commands higher
fees, while those working for television and other media
commercials can earn between Rp 6 million and 7 million annually.

The sources said that the more famous the model, like Laura
Ricciardulli, the higher the fees. Laura was reportedly paid Rp
40 million for a year's work for Polytron television set
commercials.

These fees do not include royalties, which are still an
unknown concept here, but that is a practice that Chitra aims to
change in five years.

Modeling agencies make 20 percent of models' fees, but this
can be cut to between 10 percent and 15 percent for big accounts,
she said. (team)