A commercial face is a model who “sells her face” for a certain product (cars, cosmetics, clothes, hardware…). The current advertising face of McDonald's is for example Heidi Klum. Often, the advertised product is quickly associated with the respective model by the consumers. This then leads to endorsement deals with the model after good consumer response, which are then renewed year after year. This makes it a very profitable business for both parties involved. As already explained under “advertising”, it is very important that the current model agency estimates accordingly a high payment for such a campaign to ensure that the model can compensate for a loss of other assignments, due to her being made highly recognizable through the campaign.