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Michael Lyons began supplying advertisers with athletic-looking models for commercials in 1990; today, his agency specializes in "real people" models, increasingly in demand for ads and promotions.

Age: 40

Title: president, Lyons Group, New York

Insight: We sought ideals in the 1980s. Now, we relate to more normal-looking folks in ads, neighbor types, without air-brushing.

Fact: With the exception of cosmetics, ordinary-looking people sell more products than super-beautiful types.

Warning: Although super-glamorous is out, fat and bald will never be in. Wrinkles are now acceptable.

Tip: Watch how Wal-Mart and McDonald's use "ordinary" models in ads; others are following them.

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