The usually pale British supermodel was a smart choice by St. Tropez.

Moss has been chosen as the first St. Tropez "brand ambassador." The ads will run globally.

Michelle Feeney, CEO of PZ Cussons Beauty, owners of St. Tropez commented about the campaign and Moss:

"We're absolutely thrilled that Kate Moss has chosen to work with us on our new campaign: it gives us the ultimate stamp of approval on the quality of our products.
Kate epitomises St. Tropez's naturally glamorous approach to self-tanning and is a long-time advocate of the brand. Kate's fashion icon status is important to us but now her growing number of beauty campaigns proves that her appeal as a beauty icon resonates with confident women across all age groups globally. Not only is she beautiful but she has this amazing attitude. St. Tropez is about confidence."

Well, you can't spell "ambassador" without "ass." (sorry).

Ad agency: Karmarama, London.

It's not the first time Moss has put her ass on the line for advertising.
See the David Yurman jewelry billboard from 2006 below.

In NoHo, NYC, 2006.

Photo: by copyranter.