Resume Builders. Who knew that Brad Pitt could ogle beach babes, dance with his eyes shut and munch Pringles—all while shirtless? From an entertainment standpoint, some of the best celebrity endorsements are the commercials featuring stars before they were famous. Cracked.com recently
counted down the “10 Most Regrettable Celebrity Commercials.” The
feature includes YouTube links to the clips, including the aforementioned Pitt ad, plus Bruce Willis belting out a boozy faux blues about Seagram’s Golden Wine Coolers. Cringe away…
Our Spokesperson Did WHAT?! While a celebrity endorsement may be the ultimate shortcut to the consumer’s heart and mind, it can, of course, go horribly wrong. “Today it's standard practice to sign a celeb only after an extensive background check,” reveals “Fortune.” “But accidents do happen.” The magazine also shares a brief history of endorsements gone wrong, including a beef industry spokesperson coming out as a vegetarian.
The Controversy-Proof Celeb? Uh, No… When Kate Moss was surreptitiously filmed snorting coke in 2005, pundits expected her endorsement deals to vanish overnight. Instead, luxury brands were drawn to her like a Moss to a flake (sorry). According to U.K. tabloid the “Daily Mail,” the model “entered last year’s autumn season with a record 18 major contracts.” Now, however, it looks like the party may be over. This year she’s down to 11 contracts. “I see her slightly waning now, but from a very great height,” Francesca Newland, editor of “Campaign” magazine, told the paper. “She is still going to be everywhere.”
Hunka-Hunka Mounting Debt. Elvis Presley, KISS, Usher, and Hillary Duff are a few of the musical acts licensing their names for branded credit cards. Perks for cardholders include special access to events, merchandise and insider info. The deal may not offer much for the celeb, however. “There must be a very well-defined fan base that’s extremely attuned to that musician or celebrity,” Michael Stone, president/CEO of licensing consultancy Beanstalk Group, told “Brandweek.” “Otherwise, it doesn’t make sense and it could be detrimental to the brand.”
Vote Oprah. Would you buy a slightly used presidential candidate from this woman? If the woman in question is Oprah Winfrey, the answer skews “yes.” According to a recent Forbes.com survey, Oprah, Tom Hanks and George Clooney are the celebrities most likely to give a boost in the polls to any political candidate they endorse. Meanwhile, Rosie O’Donnell, Tom Cruise, and Madonna are the celebs most likely to sink any candidate.
The Art Of The Sale. Leave it to an artist to push the boundaries of celebrity endorsement. A recent exhibit by Takashi Murakami at the Museum Of Contemporary Art in Los Angeles not only featured the artist’s cartoon-inspired paintings and sculptures, but also a luxury store selling limited-edition leather goods by Louis Vuitton, including a handbag designed by Murakami. Some pundits sneered, while others cheered. Visitors, meanwhile, snapped up the $960 handbags. “There’s definitely a large percentage of people who are here for the purses,” noted one observer, according to the “New York Times.”
Celebrity Matchmaking: Just Right Vs. Gone Awry. When it comes to celebrity endorsements, brand fit is everything. Which is why Davie-Brown Talent agency launched its celebrity index. The index regularly surveys 1.5 million Americans to rate celebs on 8 key attributes including awareness, trust, influence, and general appeal. For an example of what can happen when a brand fails to consider fit, check out this viral video for Helio mobile phones featuring indie-film maverick Vincent Gallo. What were they thinking? Your guess is as good as mine.
The Worth-it Risk Of Playing Celebrity Roulette.
Drug busts. Sex tapes. Dog fights. Hateful name-calling. The occasional double homicide. We’ve all heard of the PR disasters, the celebrity endorsements gone horribly wrong when the endorser makes the wrong type of headlines.
Resume Builders.
Who knew that Brad Pitt could ogle beach babes, dance with his eyes shut and munch Pringles—all while shirtless? From an entertainment standpoint, some of the best celebrity endorsements are the commercials featuring stars before they were famous.
