After more than a dozen allegations of sexual assault, comedian Bill Cosby is facing protests and cancellations of upcoming projects. But there's another very lucrative part of Cosby's career that is now over for good.
In the early '60s, Bill Cosby became the first African-American celebrity to pitch a product in TV commercials. His first ad was for White Owl cigars. In it, he made fun of how addictive tobacco can be.
In 1968, Cosby moved from nicotine to caffeine and sugar with commercials for Coca-Cola, a partnership that went on for years.
In the early '70s, Cosby further associated himself with sugary products by playing Mr. Tooth Decay in Crest commercials.
Throughout his early career, Cosby actively supported African-American issues. He got Crest to fund scholarships for black students and says he supported black colleges with "every cent he was paid" by this sponsor.
Which brings us to what Bill Cosby became most famous for: families and children. In 1974, he started what would become the longest-running celebrity endorsement in U.S. advertising history.
By 1978, Cosby had been named Ad Age's Star Presenter of the Year. In 2011, he was the first winner of the President's Award for Contributions to Advertising from the Advertising Hall of Fame.
As his peak, Cosby was ranked the third most trusted celebrity and fifth most effective product spokesperson in the U.S.
But then virtually overnight, he plummeted to 2,746th when he was accused of sexual assault.
Multiple allegations of sexual assault are disturbing enough. But when those allegations are made against someone who made his fortune playing a loving husband and father with a special relationship to children, allegations alone are enough to sink an endorsement career.
It's a safe bet that no matter what happens, Bill Cosby will never appear in another commercial.
Bruce Chambers is a syndicated advertising columnist for CBC Radio.
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