Using celebrity endorsements for marketing & advertising.
After a small office discussion about the success of last years John Lewis Christmas advert and the benefits of celebrity endorsement, it got me thinking about the power of celebrity endorsement for advertising.
You can’t turn on the television, read a magazine or use public transport without seeing a celebrity advertisement. One that springs to my mind is the H&M advert featuring Beyonce.
Known as the affordable clothing range with a young edge, H&M used the face and body of Beyonce to promote their new summer range during 2013, introducing the singer as “Mrs. Carter” in reference to her world tour. Whilst promoting the clothing range, Beyonce exclusively featured her new song, ‘Standing in the Sun’, in the advertisement, a great way to advertise her new track (although this is Beyonce we are talking about!).
I visit H&M frequently and hadn’t seen the TV advert myself, but unfortunately I have to admit that once I noticed that Beyonce was the face of the new clothing line, I didn’t really have to think twice about taking a look. (The celebrity endorsement magic worked!). If I hadn’t have noticed Beyonce being the face of the new line, would I be as inclined to stop and look? (being a girl, most likely).
Another successful example comes from John Lewis’ ‘The Bear and the Hare’ advertisement. Due to the success of the advert, Lily Allen’s cover of Keane’s ‘Somewhere Only We Know’ managed to climb it’s way into the Top 10 songs charts and also Keane’s greatest hits album has made a big appearance in the charts.
Celebrity endorsement is a successful way of advertising and has clearly increased. It promotes the brand and the celebrity. However, the question is this, could celebrities become more recognised as the face of a brand and their original talent forgotten? Gary Lineker is well known as the face of Walkers crisps, but if you are not a fan of football, would you know that he is also a very famous ex-footballer? This is just one of many examples.
It seems possible that these days, in some cases, being a celebrity means you are a giant billboard for brands and not based on any real significant talent. I stress that this is only in some cases and not referring to the examples above, where the use of celebrity has clearly been very successful. But a fair point…wouldn’t you agree?