Any serious Gossip Girl fan would already know that British actor Ed Westwick, best known for playing Chuck Bass, was recently in Manila to shoot an ad campaign for local clothing brand Penshoppe.

The Philippine brand, known for casual styles similar to Aeropostale, had previous tapped celebs like Mandy Moore to front their advertising campaign. Westwick must have been paid a ton of cash to take this project on, but the question that’s been bugging us since brands started coming to the GG set to find their official faces is why hasn’t Chuck Bass been given a decent ad campaign to star in?

Ed Westwick at a press conference announcing his gig with Philippine brand Penshoppe

Blake Lively, Anna Wintour’s and Karl Lagerfeld’s darling, successfully landed the campaign for Chanel Mademoiselle even though she’s been deemed off-brand by some of the brand’s execs. Leighton Meester is now one of the faces of Italian fashion house Missoni and the face of Vera Wang’s first fragrance.

Even the unnecessarily rebellious Taylor Momsen very briefly fronted Madonna and daughter Lola’s Material Girl label and John Galliano’s Parlez-Moi d’Amour perfume. With her mop of blonde hair and the significant amount of eyeliner she’s been wearing, she could very well be tapped to endorse an edgy cosmetic brand and some kind of industrial-strength hair bleach.

Prior to this contract, Westwick endorsed K Swiss, a footwear brand which, while we appreciate is a big company with followers around the world, is not at all in line with the character for which the actor is best known.

So why hasn’t Ed Westwick been so lucky? With the kind of high-profile image he’s been able to project into viewers’ heads, he could very believably endorse luxe menswear brands like Tom Ford or Zegna. We know Chuck Bass is just a fictional character that Westwick plays, but isn’t what a celebrity-backed advertising campaign is all about – build a profile that doesn’t necessarily truly exist, but might resonate with your target market?