Veteran stars in on joke with TV spots

03/1/2007 | NYTimes.com

Kraft Foods, Geico and Priceline.com are among the major marketers tapping the appeal of older, mostly male stars, like George Hamilton, Peter Graves and William Shatner, who are willing to spoof their serious images to sell products. The ads work on several levels, allowing the old-school stars to connect with longtime fans, while supplying the requisite irony for younger consumers.

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