The Cult of Celebrity

There’s no denying that celebrities have a huge influence on our culture, more so now than ever before. Magazines like OK and Hello, websites like Perez Hilton, and television channels like E! keep us constantly informed of what they’re wearing, who they’re with, what they’re driving, eating, drinking, and there is no doubt that for certain brands this can lead to some fantastic promotion opportunities. Fashion brands in particular are very conscious of this influence, and are forever giving clothes, bags and jewelry to celebrities for free in return for them being photographed wearing them, and there’s very few celebrities these days who aren’t the “face” of some product or brand. But has this reliance on celebrity spokespeople gone too far? Whereas it used to be the biggest movie stars who advertised for certain brands, this trend has now trickled down to the lower ranks of celebrity, something which has been very evident throughout 2010, and has lead to some of advertisings biggest blunders.

Fresh pasta brand Giovanni Rana slipped up big time in its advertising for 2010, which lead to it topping multiple reviews of the years worst adverts. They chose Tim Lovejoy for their television advertising, presumably because he hosts a Sunday morning programme that has a cooking segment. However, this is a formula that certainly didn’t work, as Lovejoy, cast as the stereotypical football-loving lad, came across as desperately unfunny, and an appalling actor, which even his attractive Italian neighbour couldn’t distract from.

Number two on most marketing people’s countdown was those widely ridiculed Thomas Cook adverts with Jamie and Louise Redknapp. Although both are quite likeable people, the advert was incredibly cheesy, not to mention a stretch to believe that these two millionaires would ever actually go on a Thomas Cook holiday.

Special mention should also go out to Barbara Windsor advertising online bingo, and John Cleese for the AA. So has the influence of celebrity lost some of its power? I don’t think so, but the whole point is to have a celebrity people would actually want to emulate, advertising a product you can believe that they actually use. We know the Redknapp’s don’t go on mid-priced package holidays, just as we know Barbara Windsor doesn’t play bingo on her laptop at home. But when played right celebrity endorsement can be a powerful marketing tool. Louise Vuitton, the luxury goods label best known for their high end handbags, played it right when they took on director Sophia Coppola to design and model a range for them. The campaign worked because Coppola is widely regarded as a fashion icon, so it was relevant for her to advertise a luxury fashion house. The campaign paid off for Vuitton, and Coppola’s bags sold out upon their initial release.

So can a celebrity spokesperson be good for your brand? Only if it’s believable and relevant to your product.