Models as well as producers of advertisements often achieve celebrity status in Brazil. Gossip magazines report on the private lives of top advertising executives, adding to their celebrity status. Washington Olivetto, a well-known advertising executive, was kidnapped and held for ransom for nearly 2 months in 2002. Gisele Bündchen, a top model who appears in her own company's advertisements for sandals (see Figure 1), is among the most recognizable people in Brazil. There are even rumors that a well-placed advertising executive may shortly run for presidency in Brazil