Getting The Most From Your Celebrity Endorser - Multiple Commercials
Ad content that stands out is often voiced or starring a familiar face recognized by TV viewers. Why do they do the trick of getting us to pay more attention than just an ad featuring unknown actors and voices? That ring of familiarity. We've already bought in and trusted or liked or some how feel connected to celebrity. When we hear a voice like Morgan Freeman's, we know it's him and he rubs off onto the brand, giving it some of his star dust of trust power.
Brands who choose to work with celebrities on occassion go one step further - they make that celebrity the face of their entire campaign. Sometimes it's for a set period of time - a quarter or 6 months, maybe even a year, like Group On is currently doing with Tiffany Haddish. Other times it spans multple years, such as with Jennifer Gardner and Capital One's partnership. And that's when the brand really wins. Not only are they getting E.V.E.R.Y. L.I.T.T.L.E. T.H.I.N.G. they can from the MILLIONS of dollars they are paying the celebrity, but they are really creating a campaign that connects to their consumers. In this blog, Hollywood Branded shares some of the recent celebrities in TV ad campaigns where brands have leveraged the celebrity to the max.
Capital One Star Jennifer Gardner
Jennifer Garner appears in yet another one of her Capital One ads, to announce that the credit card service has patnered with Hotels.com to give Venture cardholders 10 miles for every dollar spent while booking a hotel on the site with the credit card. And in a twist... Jennifer Gardner goes up against Hotels.com spokesman Captain Obvious, where the offer gives him chills ... which are really likely from the ice bucket he is holding. You can see other Jennifer Gardner ads in our blog Celebrity Endorsement Ads Capital One
Hotels.com: The Chills' Feat
Tide Star David Harbour
Tide's new surreal ads starring David Harbour all have a gimmick as the theme - thhat the viewer is supposed to believe the ad is for any other sort of generic product, in this case mattresses... before jumping to the fact that it is actually a Tide ad. Basically... the presumption is that they are trying to sell in is that all ads feature people with shiningly clean clothes... so they are all in fact ads for Tide. No matter the brand. In this case the ad sounds like it advertising a gold-edition mattress, and then David Harbour reveals in a sleep and dream filled voice that it's actually a Tide ad.
Make sure you check out our blog on Super Bowl ads this year, where we showcased a number of David Harbour and Tide ads that ran during the event, including a series with Terry Bradshaw handing off the role to David Harbour: The Most Effective Ads In Super Bowl 2018 Or you can view some of the ads below.
It’s a Tide Ad, on a Mattress
"To become a champion, start with a great night’s sleep. To become a Tide ad, start with exceptionally clean clothes."