On Celebrity Endorsements
August 22nd, 2008
So the buzz these days is that Crispin Porter + Bogusky is getting Jerry Seinfeld (to the tune of $10 million) to star in the upcoming ad campaign for Microsoft Vista alongside Bill Gates. There is a lot of skepticism, like MS wanting to connect to a younger audience with a pitchman whose series ended a decade ago. Or the rumors that Seinfeld is actually an Apple fan. (And actually appeared in Apple’s “Think Different” ad.)
For me, this brings up an ongoing debate in my head about the use of celebrity endorsements. One part of me thinks that it’s a less and less effective way to advertise. I mean, come on, doesn’t everyone know that the celeb is getting a TON of money to even utter some words in the spot? And then the other side of me sees how it’s paid off for other brands. The Michael Jordan/Hanes relationship being one. But the “but” there is that’s a partnership that’s lasted a few decades, so it’s not exactly the norm.
What I don’t know the answer to is if Tiger Woods increased sales for Buick (or if he even really drives one, for that matter). Or if Paris Hilton upped the sales of burgers at Hardee’s/Carl’s Jr.
The jury is still out for me. But with the rise of the customer, I believe that they – the customer – is the new celebrity. Or at least deserve to feel like they are a celebrity when they interact with your company.
Will I buy something because Harrison Ford says it’s cool or Bono recommends it? Not a chance. But if you’re the rockstar - if you’re the one who is given the spotlight by a company and are considered the real celebrity, then that’s a whole different story. I’m not saying that that would make me buy the product, but people trust people they consider to be just like them. And that just might be the last piece to a bigger puzzle that gets someone to act and spend their hard earned money.
Other posts by Spike.
John Lane says:
A sample of celebrity endorsement undermined by celebrity actions… Jay-z caught with his Mac after being featured in one of the HP “Hands” ads. http://valleywag.com/341904/jay+z-hps-star-endorser-uses-a-mac
August 22nd, 2008 at 10:57 amKelly says:
I feel they work when it’s right for the two brands (the brand of the product and the brand of the celebrity). Some make a lot of sense and they suit the category (thinking mainly here of sports people and sports brands / female celebrities and hair care etc) - they are aspirationaly amazing sports people or beautiful actresses so it works. What doesn’t often make any sense (in the long term)are the “random” hook-ups - When it’s SO OBVIOUS it’s done for cash. Tara Reid came over to Australia to do this terrible ad for a budget mobile and internet service called dodo. http://www.youtube.com/watch?v=rfcqnAtovxo
August 26th, 2008 at 1:05 amIt got a lot of attention, but more from a “WTF” sort of place. They talked more about the amount of cash she got to do the ad rather than what she was endorsing. It made no sense.
So I reckon endoresments do work, but only when done with a little bit of common sense.
Jenny says:
I think it’s just weird that some of the stuff they are endorsing have nothing to do with why they are a celebrity in the first place. Plus, using celebrities is such a cop out way to advertise.
August 27th, 2008 at 7:58 am