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SPRINGFIELD — To some, John Legend is a home-schooled church boy who still lives by the golden rule.

To others, he's a suave ladies' man who can't be bothered to button his shirts all the way.

Either way, the Grammy-winning North High grad offers something for everybody — like a gift from market research heaven.

From Tide detergent to Lexus, a growing number of companies want in on that appeal.

Whether their aims are charitable or strictly commercial, there's a side to the former John Stephens that suits their needs, making him an ideal pitchman.

For Baileys, the No. 1-selling brand of liqueur in the world, Legend was born to shill Irish Cream.

"It's just a match made in heaven," said Melissa Woodbury, brand manager for Baileys. "Baileys is sensual and smooth. John Legend's music can be the same thing."

Baileys is in its second year of partnering with the Springfield R&B sensation.

The brand started out as his fall 2006 tour sponsor — at which point it also named a martini in his honor — and continued that role this fall with the Baileys Get Together Tour with John Legend and Friends.

As part of its holiday campaign, Legend also is appearing in a 15-second TV spot that encourages responsible drinking.

Earlier this year, he joined Elvis Costello and Diana Krall in commercials promoting a high-end audio system in Lexus vehicles.

In an e-mail, Steve Jett, national advertising manager for Lexus, called the three "musical icons."

For Legend, that's mighty high praise for a guy whose major label debut came out just three years ago.

With two platinum albums and five Grammys, Legend seems to be getting by on as much respect as star power.

"Everyone sees the value in the kind of music he's producing," Woodbury said.

For Peter Hunsinger, publisher of GQ, Legend was the guy to get when the magazine created the Gentlemen's Fund this year in honor of its 50th anniversary.

Legend is spokesman of the fund — the magazine's drive to raise $2 million for charities that benefit everything from minority education to climate change awareness.

The magazine has so far raised $1.5 million.

"We knew him from his music. We knew he had GQ style," said Hunsinger, a native of suburban Cincinnati.

In the fall of 2006, Legend did an eight-page fashion spread for GQ.

Hunsinger was sold.

"He's the embodiment of intelligence, good look, style and brute talent," he said.

Legend, who turns 29 this month, might be GQ suave, but at the end of the day, he's still a guy whose second home growing up was church.

"What a lot of people see in John is that he's genuine," said Kash Shaikh, Tide external relations manager for Cincinnati-based Procter & Gamble.

Before his show this past spring at the New Orleans Jazz and Heritage Festival, Legend took time to help Tide aid residents still affected by Hurricane Katrina.

At Tide's request, he washed clothes at its mobile laundromat and visited a resident's rebuilt home as part of its Loads of Hope program.

That stunned Shaikh.

"A lot of performers go into hibernation mode before they go on stage," Shaikh said, "but he was hammering nails and folding clothes right before he performed in front of 30,000 people."

Tide hasn't been able to talk about future plans with Legend because of his schedule, but Shaikh called him an "integral part of our family."

As Legend readies a new album for next year, it's a safe bet he'll find himself invited into many more corporate families.

And whether or not his participation pays off in terms of actual sales, it doesn't really matter.

Just to be associated with someone as cool as John Legend is enough for now.

"John is helping us build a credible presence in today's pop culture," Baileys brand manager Woodbury said. "It's about buzz as much as selling Baileys off the shelf."

Contact this reporter at (937) 328-0352 or amcginn@coxohio.com.

Legend ad watch

In his hometown, he's still just referred to as "Johnny."

But outside Springfield, the name John Legend means serious business — literally.

With five Grammys to his name, the homegrown R&B singer has become an in-demand pitchman for companies, their brands and their charities.

So who's benefitting?

American Express: Legend will be the featured performer today and Friday on a cardmember-exclusive cruise out of New York on Norwegian Cruise Line.

Baileys Irish Cream: Sponsors of Legend's recent tours and TV One concert special. Legend also is starring in a Baileys TV commercial this holiday season on such cable networks as Comedy Central and USA.

Gap: In November, Legend was featured in a print ad for Gap's $28 (Product) Red T-shirt. Half of profits benefit the Global Fund's (Red) campaign to help women and children with AIDS in Africa. Legend had teamed with Gap before. In 2005, he pitched straight-fit jeans through TV and print ads.

GQ: The men's style magazine this year named Legend the spokesman of its charity drive, the Gentlemen's Fund.

Lexus: Legend starred in a TV commercial this past spring for the Mark Levinson Reference Surround System in its luxury vehicles.

Tide: The detergent brand approached Legend about lending a hand this past spring in New Orleans. Tide is rebuilding 10 hurricane-hit homes as part of its Loads of Hope campaign.

Verizon Wireless: Partnered with Legend on his 2005 "Get Lifted" tour. Legend also did in-store appearances at Verizon outlets.