Imagine your Italian. Or an Italian marketing company to be precise. And you want a new way of selling your product (in this case Serengetti sunglasses, Prada loafers, and of course an iPod); sure you could get a billboard but those have been done, magazine ads are all the same, pop-ups get annoying....what are you to do? What is that untapped market? Where can your company go that's new and fresh. Who can your company use to sell stuff to a rapt audience of billions around the world? Who is that one person who is automatically worshipped by billions? Who is new on his job, and a little bit hip? And not unwilling to support product placement?
I don't have the answer. But I think you could probably figure it out.