Nobody Ages Gracefully in Yogurt Commercials

We feel bad for Jamie Lee Curtis.  From her debut in "Halloween" (1978) through such classics as "Trading Places" (1983) and "A Fish Called Wanda" (1988), she had a nice little film career.  She was the sexy woman who could do comedy--and do it well, too: How many leading ladies do you know who could do comedic scenes with Eddie Murphy, Dan Ackroyd, Kevin Kline, John Cleese, and Michael Palin without being completely upstaged?

Now, though?  She's doing commercials for Activia, a Dannon yogurt product that helps women stay regular (now there's a euphemism).  

Of course, there's nothing particularly new or shocking about celebrities "slumming" as they grow older.  Bills must be paid, after all.  And if Orson Welles could shill for frozen peas, and Joe DiMaggio could pitch Mr. Coffee, then Jamie Lee Curtis certainly isn't too big to sell dairy products.

What strikes us as sad about Jamie Lee's situation is the way the commercial acknowledges Curtis' fall from stardom--and, more than that, the way the commercial, in this post-ironic age, forces Curtis to acknowledge this decline herself.  In the TV spot, a supermarket shopper exclaims, "Hey, it's the Activia Lady!"  Jamie Lee, still attractive but now silver-haired, looks at the camera, shrugs, gives a half smile and says, "That's my name now!"  The line is delivered with good humor, but you can practically hear the subtext: "What the hell happened to my career?  Sigourney Weaver doesn't do yogurt commercials!"

We suppose it's hard to age in Hollywood.  Those who had any dignity to begin with must find it more and more difficult to maintain it as the years go by.

********************************************

Also, a big Solipsistic welcome to our newest follower, "Jess" (if that is her real name)!  We don't know who you are, but welcome to the Sloppists (yes, that's what you guys are called--you may want to rethink your followership).  We look forward to your comments!