Model Gisele Bundchen has been named the newest spokesmodel for Max Factor cosmetics on the eve of the company’s 100th anniversary. And, as expected, Gisele has something kind of dumb to say about it:

“I thought it was really cool to be a part of something so old,” Bundchen says. “I can’t believe something can exist for that long. For a business to stay alive for that long, it must be really good.”

She adds: “Imagine what I’d look at 100 years old?!”

Comparing an iconic company to a human corpse? Gisele is a marketing genius. This campaign can only go tremendously well. The people at Max Factor totally agree:

But Bruce Katsman, associate marketing director, called choosing Bundchen “a no-brainer.”

Losing. It.

“She’s the image of our high fashion consumer,” he says. “It’s not so much about her look, per se. She’s rocked the runway so she’s perceived as a great canvas. We think she does the same thing for makeup.”

So she was hired because she’s blank. Perfect! Congratulations, Gisele.

Gisele Bundchen is ‘canvas’ for many looks; supermodel is face for Max Factor [Canadian Press]