February 21, 2008 -- On the eve of the Queens trial of three cops accused of killing Sean Bell in a 50-bullet fusillade, his fiancée has signed up as a paid pitchwoman for Rocawear, the hip-hop-inspired clothing line founded by Jay-Z.
Nicole Paultre-Bell, who wed Sean in a posthumous ceremony after he was shot dead in the predawn hours of their planned wedding day, is even including their daughters, Jada, 5, and Jordan, 1, in the ad.
"This was a planned publicity stunt timed to influence the jury," said Michael Palladino, president of the Detectives Endowment Association, adding that it shows why the cops opted for a trial before a judge, not a jury.
But Paultre-Bell's lawyer, Sanford Rubenstein, said his client views the ad as "uplifting."
The ad shows Paultre-Bell, wearing a Rocawear shirt and a wedding ring, flanked by the two youngsters.
Above the photo are her words, "We are going to be here to the end, 'til justice is served."
It's signed Nicole Bell and is a clear reference to her demand that the undercover cops involved in the controversial shooting get the toughest penalty possible.
So far, the advertisement has appeared only in two black-themed magazines, Vibe and Essence.
Rubenstein refused to say how much she's being paid for the ads.
Palladino said, "As far as her getting paid, it appears that Nicole is taking on the persona of her attorney, Rubenstein, where justice equals money."
Rubenstein insisted it was not exploitive of his client to use her children and the death of her fiancée to sell baggy jeans and polo shirts.
"You can easily go negative with anything. She sees it as something uplifting," he said.
Jameel Spencer, chief marketing officer for Rocawear, justified the ad, insisting the goal of the campaign is to tell stories of people who overcome adversity.
"It embodies the spirit of how Rocawear was born - how hip-hop was born," said Spencer. "We're trying to highlight different stories.
"Nicole, she really embodies the overall spirit of that. She's someone who's suffered a great loss. When that happens, you want to curl up in a ball and die. That's a tough thing. The day you're supposed to get married and something horrible happens."
Other ads have or will feature celebrities who have overcome odds and highlight what inspires them. Included are singer Ciara and New York Jet Jonathan Vilma.
Rubenstein said his client was impressed by the campaign's theme of resilience and overcoming obstacles.
"And it was important on behalf of Sean," he said. "It shows the strength and integrity."
Rubenstein said that when Paultre-Bell was first asked to appear in the ads, "she was not ready."
She signed on, he said, only "after some time had passed and [she realized] the nature of the campaign."
Bell was shot to death by undercover NYPD detectives in November 2006, outside the Jamaica club where his bachelor party had just been held. The wedding was scheduled for a few hours later.
Detectives Michael Oliver and Gescard Isnora are charged with manslaughter and could face up to 25 years in prison. Detective Marc Cooper is charged with reckless endangerment and could avoid jail time.
Paultre-Bell has said she wants to be in the courtroom every day, but since she is a witness, she will most likely not be allowed until after she testifies.
Labels: advertisement, African Americans, Police
