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[i] Sure, Justin Bieber sings and plays the guitar. Miley Cyrus looks good in a thong. But Eagle Scout, Navy test pilot, astronaut and Presidential Medal for Freedom recipient Jim Lovell has, you might say, more important talents. Like being on Earth's maiden voyage to the moon and serving as captain of the ill-fated Apollo 13 mission — in which he piloted a stricken ship back to Earth and saved two men's lives in the process. "Jim Lovell is a true American icon, a hero — and those are hard to come by," [president and CEO of branding firm CelebExperts Evan] Morgenstein said. Credentials like that can confer credibility to nearly any brand — be it Mutual Benefit insurance (which Lovell endorsed in this 1974 ad) or Cole Haan athletic shoes (which Lovell is sporting today at age 86). As Morgenstein explained, a background as admirable as Lovell's transcends questions of a celebrity's qualifications to pitch a brand. Lovell holds all the cards: You trust him, so he can sell insurance, and he still looks great — so he can sell those sneakers, too.[/i]
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