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How Brands Use Stars To Market During The Holidays
The holidays are the prime season for brand marketers to reach consumers who do most of their shopping this time of year. Holiday ads are important because they must stand out from the crowd to catch viewers' attention in an extremely cluttered environment.
A perfect way to do this is by adding a celebrity to the campaign. Celebs celebrate the holidays just like everyone else and this time of year is perfect for making them relatable in funny or heartwarming ads. And the holiday 2016 ads are a perfect example of this. In this blog, Hollywood Branded looks at celebrity endorsement ads from the 2016 holiday season, including ads from Apple, Old Navy and Heineken.
Apple - Brad Garrett
Lovable giant and long-time star on Everybody Loves Raymond, Brad Garrett makes the perfect Frankenstein in this heartwarming and wildly popular ad from Apple.
The ad begins in Frankie's workshop as he makes preparations for the holidays, recording and practicing Christmas carols with the help of his iPhone 7, getting his holiday outfit together and checking his mail for a package he's been waiting on.
Garrett, as Frankie, makes his way to the town square to the gasps and stares of the townsfolk. He is a ghastly sight indeed, yet we learn that all he wants to do is sing Christmas carols as he begins to sing timidly. He screws in two Christmas lights onto the bolts in his neck.
As whispers and mean looks make their way to Frankie, he falters in his singing - it may have been a failed attempt at Christmas cheer for him after all. But one little girl comes to the rescue as she joins him in song and fixes a light on his neck.
Not too long kater, the whole town center is singing too. The tag line "Open Your Heart To Everyone" appears on the screen as we see the whole town around the Christmas tree in Suess-esque song.
Brad Garrett makes the perfect Frankenstein and brings a heartwarming sweetness to the classic character for this brilliant holiday ad.
Yeah, we choked up a little, and you will too. Check it out:
Heineken - Benicio Del Toro
Heineken has been family owned since 1873, Del Toro explains in a new ad from the beer company, which means they know a thing or two about family traditions. And Benicio's favorite part of the holiday tradition is gift giving.
The tradition of swapping gifts gives him the chance to "showcase my range as an actor". Ugly sweater? He loves it! Baking mixer? He loves it! And the case of Heineken? Well of course he loves it. After all, he bought it himself.
This new ad is the latest in their #morebehindthestar campaign that alludes to both the star on the Heineken bottle and the fame of Benicio Del Toro.
Old Navy - Amy Schumer
Comedy's 2016 It Girl stars in this funny ad from Old Navy. Schumer is doing some last minute shopping when she runs into an ex. Obviously, her feelings for him haven't completely gone away as she hugs him, only to find out he now has a wife and kids.
Remarking on how "impeccably dressed" and beautiful the family is, perhaps with a hint of snark, the new wife tells her all of their clothes are in fact from Old Navy and that the entire store is up to 60% off right now for the holidays.
In her awkward style, Schumer attempts to flirt with her ex while leaving to go to Old Navy. "Get outta here," her ex jokes, will all too much sincerity.
Schumer kills it in the uncomfortable situation we can all relate to for this ad. Check it out:
Can Your Brand Benefit From A Celebrity Endorsement?
Pairing celebrities with your brand can change the way people view your product, even if it's an unexpected match. Check out our post on 4 Celebrity Endorsement Ads Paired With Unexpected Categories.
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!
Stacy Jones, Hollywood Branded's founder and CEO, has over twenty six years of leadership experience building global entertainment branding campaigns for top Fortune 500 companies and hundreds of brands. Her career started after receiving her BFA in Theater Production & Scenic Design from the University of Arizona. Acknowledged as an expert in the field, she has appeared on CNN and MSNBC; spoken at conferences around the globe from Germany to Beijing; and has been featured in Forbes, The Wall Street Journal, The Hollywood Reporter, Financial Times, The Economist, Brandweek, Advertising Age, Variety, B&C and Mediaweek amongst others. Originally from Texas, you will still hear her ya’ll as she gathers the team for strategy planning sessions. Like all true entrepreneurs, Stacy is an adventurer at her core – having sky dived, hang glided off bi-planes, swam with crocs while rafting the Zambezi in Africa, photographed grizzly bears in Alaska, trekked Mayan ruins in Belize, explored the ocean as an avid scuba diver, and who loves owning an advertising agency where she swims with a different type of Hollywood shark on a daily basis.