This past weekend, readers of the New York Times Magazine met a vibrant health nut with an outlook as sunny as her blonde hair. Similarly, viewers of highly-rated news program CBS Sunday Morning watched this same woman bouncing on a trampoline and discussing her family. Neither would be extraordinary except when speaking of Mariel Hemingway, granddaughter of legendary author Ernest Hemingway and heir to grave family misfortune.
In contrast to Mariel Hemingway’s smoothie-making, trampoline-jumping optimism is the legend of the rest of her family. Ernest’s story, ended by his own hand with a shotgun blast, is well known, but only one of many suicides in the Hemingway clan, including Mariel’s sister, supermodel Margaux.
Mariel has made conscious, if somewhat predictable, life course changes: yoga, meditation, a clear eye at the role alcoholism played in her family. She is now the subject of a documentary, aptly titled Running From Crazy. The film premiered to praise at Sundance and will open in theaters November 1.
Hence the media blitz, and a more perfect subject could not be found. At 51, Mariel Hemingway is beautiful, fit, and swiftly becoming that latest darling of buzzphrases, a “lifestyle brand.” She’s a happy surprise in the “whatever happened to” annals of celebrity. She comes from one of the most storied families in America, and she’s more than willing to discuss her family tragedies. However, she’s not airing dirty laundry. Rather, she seems to be saying that if she can survive the Hemingway curse, adversity is something that can be bounced back from. Perhaps on a trampoline.
THE PR VERDICT: “A” (PR Perfect) to Mariel Hemingway.
THE PR TAKEAWAY: While using the PR playbook, rewrite and improve. Some typical PR ops are celebrities making a comeback; celebrities getting healthy; celebrity memoirs; and famous family secrets. Hemingway puts a new and optimistic spin on them. This is a story that could have gone so wrong and yet has gone so right. Instead of being a joke or a bore, Hemingway is the happy ending her grandfather could not have written.