“Montblanc has appointed the world-class Pianist Hélène Grimaud as new Brand Ambassador of Montblanc’s arts & culture projects like the 'Prix Montblanc'. The Prix Montblanc is another celebration of an award given by Montblanc to award and encourage young classical music talents who have shown tremendous efforts and contributions to the development of arts and culture."
And there it is. Grimaud joins Nicolas Cage (whaaaa?!) and lol "international opera star" lol Katherine Jenkins as the brand new hotness according to Montblanc, the purveyor of overpriced, mediocre pens (give us a so-oldskool-it-hurts Parker or an elegant Cartier instead), and has recently paid Milan for prime advertising space on the Corso Vittorio Emanuele side of Duomo smack in the middle of downtown.
Not everyone knows, of course, that this is not a new phenomenon: legendary pianist Clara Haskil hawked cigarettes (she was no singer after all) and good ole Arthur Rubinstein's face was employed by Nike as Kobe Bryant's nerdy sidekick.