NOSTALGIA AND GOOD FEELINGS MAKE CHILDHOOD CHARACTERS GREAT ENDORSERS
When choosing a celebrity endorser, brands look for a face and a personality that matches their brand and the primary demographic they are trying to reach.
For many, cartoon or childhood characters fit seamlessly into this equation, mixing feelings of childhood trust with nostalgia and positive emotions. After all, there aren't many scandals or bad stories that could surface about a character that exists only in childhood TV shows and movies. But that doesn't make their star power any less tangible. Hollywood Branded looks at some memorable character celebrity endorsers and why they worked so well for the brand they endorsed.
Apple Taps The Power Of The Cookie Monster
In one of their more recent ads for the iPhone 6s, Apple uses the confection-loving adorable blue monster to tout their hands-free Siri feature. The Cookie Monster uses this to set the timer for his cookies as they bake, and play music while he waits.
What's clever about this ad is not just the fun of the character but the song played as well. Using Jim Croce's Time In A Bottle in the spot, some of the more observant or nostalgic in the audience may remember the Muppets having their own cover of the song in 1972 on an episode of The Muppet Show.
Whether the spot makes you laugh or tugs on your heart strings, it's no doubt a great example of Apple pulling out the big guns for a celebrity endorser - one that happens to be blue and furry.
Geico - Elmer Fudd
Geico is notorious for their creative ads with various celebrity endorsers - using everyone from Peter Frampton to Little Richard to Peter Graves.
Geico is no stranger to characters in their ads; they've used Mrs. Butterworth as well as Tarzan and Peter Pan. However, one of our favorites is the Elmer Fudd ad.
The announcer asks, "Can Geico really save you 15% or more on your car insurance?"
He quips as if asking a similar question with a rhetoric response, "Does Elmer Fudd have trouble with the letter 'R'?"
We cut to the classic Looney Tunes character Elmer Fudd unable to pronounce "Rabbits" as the director cuts over and over correcting him.
With a hint of our childhood, we are reminded that of course, Elmer Fudd has trouble with the letter 'R' and of course, Geico can save you 15% or more on your car insurance.
MetLife - Snoopy and the Peanuts Characters
Snoopy and his friends have long been brand ambassadors for the insurance company MetLife. With simple ads and the characters decorating their website, they are creating a cute way to associate their brand with childhood favorites.
Over the years, MetLife has had everything from cartoon commercials to live-action interactions with the Peanuts characters. Here's one of our favorites that represents how universal MetLife is as well as the Peanuts franchise.
American Express - Superman
Pairing with Jerry Seinfeld, American Express came out with an ad in 1998 that featured the two walking through New York City like old pals discussing life and fame. When they rush to save Lois Lane when she forgets her wallet, Superman is powerless.... But Jerry is there to help with his Amex card.
The spot was perfectly timed - Seinfeld was approaching its finale and it was common knowledge Jerry idolized Superman. In fact, the ad was number 19 on our list of best celebrity Super Bowl ads of all time.
The spot was so popular that they the duo was resurrected for "The Adventures Of Seinfeld And Superman," a string of videos promoting American Express for the 2004 Super Bowl.
Looking For Your Own Celebrity Endorser?
Before you spend another dollar on traditional advertising, consider how you can leverage the power of celebrities as part of your marketing campaigns. Our video provides answers to combat common advertising challenges marketers face daily!
