Buy Association Brand Promotion With Celebrities!
Pairing brands with well-known people! Is it a wise investment
? Or fraught with danger? Yes, sometimes its a forced affair. But, when the stars do align, the result can be impressive. Whilst writing the piece on Charlie Sheens ad appearances, I started thinking about brands which have happily associated themselves with celebrities of one kind or another,
with actors, comedians, musicians, models and sporting greats. Of course, there are a whole host of reasons why brands and celebs get together. The obvious one being that at least they can act especially if theyre already in the entertainment business. But, more often than not, its about relevance; such as when a certain personality is just the perfect fit or, occasionally (and even better still), is so perfectly wrong for it.
These ads usually leverage off some aspect of that persons own world. And their direct endorsement or mere appearance can take any of the following forms:
Theres the celeb-totally-believes-in-our-product-or-message ad, the celeb-embodies-our-proposition ad, the its-part-of-the-movie-deal ad, the well-timed topical ad, the random comeback ad, the response/revenge ad, the pop culture-referencing ad, the theyre-so-hot-right-now ad, or simply the
look-I-really-need-the-money ad
So, lets take a light-hearted look at a few examples where brands have decided to buy association. Each year, the Super Bowl of celebrity ads takes place during the sporting event itself. American footballs Super Bowl Sunday features some of the latest and largest star-studded commercials. In fact, these ads are as much a tradition as the beer, Doritos and bowls of chili. Why? Because so many eyeballs on the big game = bigger budgets = the biggest names.
Another daily staple is coffee, but its made all the more desirable when the ad is directed by Barry Levinson, tastefully shot in black and white in New York (like Woody Allens Manhattan), the music is Nick Drakes Cello Song, and none other than Al Pacino (in his first product endorsement ever) puts in a naturalistic, non-performance.
Brisbane agency, The Hoopla Family, extracts a wonderfully ironic performance out of Warwick Capper in this one. [Memorable quote: and a few other fings!] And, whilst were covering the headline grabbers, heres Kate Moss as you wouldnt normally see her: shy. [Memorable quote: Is torcha!]
Speaking of models called Kate: Kate Fischer oozes nonchalance in this 1999 commercial for pasta sauce. Having just split from fianc James Packer the previous year, it was a great little topical ad at the time. And nicely written. I quite like the almost-philosophical Or una at the end.
For the sake of balance, heres another one in the series, this time utilizing Jimmy Barnes or, if youd prefer, the parody version. Australians love a bit of irreverence. A lot, actually. And the best irreverence usually involves our more colorful sporting characters.
This example is interesting because, just as Fosters leveraged off Boons personality and batting prowess, it was also (knowingly or not) saluting his beer drinking prowess, in particular, the infamous 52-cans-to-London flight record where he beat Rod Marshs total by a full six-pack thereby further cementing his place in Australian folklore.
After the massively successful Boonanza campaigns (1&2), it didnt end there. The now-cult like figure remained a boon to advertisers. More recently, weve seen him pop up in what you might describe as a self-referential-piggy-backing-off-a-previous-leveraging-of-a-celebrity-trait type of ad for a rival product!
For dessert, its retro style. Why dont we go back even further, to the 60s and Stalag 13 where theres more than canned laughter being served up by Hogans Heroes? Finally, loveable, low-key comedian Ellen DeGeneres debunks the myth, that in television, one should never work with animals. So, when it comes to purchasing, what are we buying? The product, the creative idea, or the association with a particular personality? What do YOU think?
If you wish to read more about Buy Association - Pairing brands with well-known people then visit http://www.atmmarketing.com.au/blog/1096/brands/buy-association/
by: atm marketing
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