While male actors are generally cast in advertising roles that either present them as trustworthy, composed and rational or, conversely, allow them to revel in absurd humour, self-deprecation and exaggeration, actresses tend to be associated more closely with emotion, interpersonal relationships and the ability to view a problem through the lens of everyday life. This can give viewers a sense of comforting familiarity, making them more likely to embrace both the advertising message and the product or service being promoted. Put simply, male and female performers often bring very different energies to a role. Brands therefore choose actors and actresses not merely because they have a familiar face, but above all because their presence in an advert conveys a particular meaning.
When working with actresses, brands also frequently make conscious use of their maturity, experience and confidence. These qualities provide an effective counterpoint to youthful influencers. This creates a strong contrast that helps an advert stand out and gives it a sense of authenticity. The personalities of the actresses appearing in Czech advertising are remarkably varied. So which Czech actresses have sold their souls to the devil known as advertising?
Eva Holubová
An outstanding actress who appears fairly frequently in television commercials can more than hold her own against her male colleagues when it comes to a distinctive performance style. Eva Holubová has a wonderful gift for humour and an ability to speak the language of “daily life”. In the past, she frequently appeared in campaigns for Poštovní spořitelna. In commercials based on ordinary situations, she offered gently exaggerated observations on the minor problems of everyday life.
Video: Poštovní spořitelna – current account, Eva Holubová
The campaign proved highly effective, helping to halt the trend of customers closing their personal accounts with the bank. By contrast, the number of newly opened Era personal accounts rose to more than 11,000 per month. This exceeded the campaign’s target of 8,000 new accounts per month by more than 46%. The campaign consequently received a Gold Effie in 2010.
In addition to personal accounts, Eva Holubová also promoted products for Poštovní spořitelna, including an Era loan, savings products and a business account.
Alongside her work for Poštovní spořitelna, Eva Holubová also shone in campaigns for the Globus retail chain. In one amusing commercial, for example, she loses control of the pasta-making process, and the situation turns into a real-life version of the fairy tale Cook, Little Pot, Cook! Last year, the Kaufland chain approached the actress, and rightly so. In the TikTok series Grandma Icon, aimed primarily at Generation Z, Eva Holubová playfully demonstrates that a woman of her age can also be a trendsetter. Eva Holubová has enjoyed considerable success on TikTok, attracting impressive viewing figures, and audiences love her unique sense of humour.
@kauflandcesko Řekl někdo icon? 👑 #kauflandcesko #evaholubova #grandmaicon ♬ původní zvuk - Kaufland Česko
Jiřina Bohdalová
Mention “Bohdalka”, and virtually every Czech will know who you mean. Jiřina Bohdalová has become famous for an extraordinary number of acting roles, and in the 1990s she took part in campaigns for Mountfield. She also promoted Amway products:
Video: Amway – Jiřina Bohdalová
In 2021, she appeared in a campaign for Penny Market. The first commercial in the campaign also featured Leoš Mareš, although his participation drew considerable criticism from fans. In the three-minute scene, the popular actress advises him on what to choose from the promotional leaflet.
Pavla Tomicová
Pavla Tomicová is another audience favourite. In 2019, she became the face of the Billa supermarket chain. In the campaign, she reminds viewers, among other things, that a good housewife will even jump over a fence to secure a bargain:
Video: Billa – Pavla Tomicová (2019)
Besides leaping over fences with the agility of a deer, she also dances tango, proves adept with maracas and shows that she is no stranger to counting either.
Before that, she appeared in the “Swimming Pool” advert for T-Mobile. Playing Miládka, she appears alongside her lifeguard husband, played by Ivan Trojan, who recalls that “she used to be as slim as a reed”, and the beautiful Lucinka, played by Sara Sandeva. You can see how the commercial was filmed here.
Sabina Remundová
The daughter of the famous actress Iva Janžurová has also established herself in television and film, thanks to, and perhaps partly despite, growing up in a family of actors. Her distinctive performance style can certainly rival her mother’s. In the world of advertising, she took a trip to a museum with České dráhy, the Czech national railway operator. The scene bears a striking resemblance to the popular Czech film Cosy Dens:
Video: České dráhy – We Carry Your Stories, Sabina Remundová
The slogan of another České dráhy commercial, “We give motoring a year, two at most”, also sounds as though it could have come straight out of Cosy Dens.
Jenovéfa Boková
Another Czech actress to have entered the world of advertising is Jenovéfa Boková. She won a Czech Lion Award for her performance as Anežka in the film Moments and has played numerous roles in films, comedies and television series. In 2022, the popular actress became the face of Česká spořitelna and appeared in a campaign highlighting sustainability, financial wellbeing, education and innovation.
Video: Česká spořitelna - Together We Are Building a #Stronger Future
In a 2024 advert for Česká spořitelna, she shared the spotlight with a pony and a little girl. Last year, she confirmed that age is just a number. Several years ago, viewers could also see her in a Vodafone advert in which she played the girlfriend of Pavel Liška. He tries to impress her but ends up in a tub of icy water filled with carp. It is a highly amusing commercial that won viewers’ hearts.
Video: Vodafone – Fair Tariffs, Pavel Liška and Jenovéfa Boková
Humour was also central to a Kooperativa campaign built around a play on words. In the insurance company’s commercial, Jenovéfa was simply out of luck.
Actresses are in demand
Other acting stars who have entered the world of advertising include Zuzana Stivínová, who appeared in a Pilsner Urquell advert entitled The Art of Not Changing, and Aňa Geislerová, who became the face of the C&A fashion retail chain in 2004. Geislerová also provided the voice-over for Vodafone’s Lužnice – Summer Belongs to Trainers advert. Tereza Kostková, meanwhile, became the face of Garnier. Avon was endorsed by Táňa Pauhofová and Jitka Schneiderová. Michaela Maurerová worked with Indulona, while Dana Morávková became the face of the 1-2-3 fashion brand and promoted Kio Yamato eyewear in 2006. Aneta Krejčíková boldly ventured into underwear promotion, endorsing the Timo brand. Actress and singer Eva Burešová, who has long been a target of the tabloid press, was approached by the American clothing brand Gap.
Advertising is simply teeming with actresses, and it is not difficult to see why. They can appeal to different generations and types of audience, making them one of the strongest and most dependable choices available to brands over the long term. These are not anonymous faces, but personalities whom audiences know well from popular films and television series. Viewers consequently feel that they are learning about products and services from someone they have “met before”. This makes the message more believable and strengthens their trust in both the product and the brand.