Since when has action heroes started caring about literature or writing? Italian pen company Montegrappa has signed Sylvester Stallone as the face of its brand because he is a ‘friend’, icon and an artist. He will now flex his muscles, growl in his rusky yet intimate tone, encourage fans to use it, and continue writing him fan mails. Maybe he is not that well-versed with emails, and this is a way to show his fans that he really wants to keep in touch but would rather read from a paper than stare into a screen and curse technology.
Nonetheless, the afore-mentioned friend is in single quotes because, as a return gift for his contribution to attracting consumers, the company will allow him to receive a major stake. They must have ‘penned’ the agreement in glee.