According to study by Ad Age "fewer than 12% of ads using celebrities exceeded a 10% lift and one-fifth of celebrity ads had a negative impact on advertising effectiveness."(Read the article here!) This is insane! Ad Age is positing that the consumer of today is different than the consumer of yester-year. That we as people don't look to celebrities to tell us what is 'in' and what isn't anymore.
It also speaks to bad creative ideas and also talks about how celebrities cannot simply be a cover up for bad campaign ideas. Instead of using a pricey celeb, it says that companies should shell out money for better and more creative campaigns that reach the audience.
I also look to the celebrities and think that their personal lives can interfere with how people perceive what they represent- even if it has nothing to do with that particular product. However, that is the risk that companies take when signing a celebrity to be a spokesperson. The article cites that Tiger Woods poor performance did not help Nike this year- but I think it was the negative focus on his personal life that hurt him as well.
Many companies use people because they carry great weight within our culture. Unfortunately, they only focus on the person and not the product. This was cited in the article as well.
I don't understand how agencies can create an advertisement without focusing on the product. That's what the ad is for! It's all about making sure the consumer knows why they should pick that certain product- Why is it better than the competitor? Why does it stand out? What are the best features? Is it new? Is it a product extension?
Come on advertisers! Let's challenge ourselves! Not just use a celebrity as a lazy excuse for an advertisement when we can't come up with anything else..
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