The celebrity trap
The celebrity endorsement is a strange beast.
Each time a brand aligns itself with a celebrity they run the risk of being overshadowed by them.
And given the cost of getting a celebrity I imagine it takes a long time for a brand to see some genuine ROI.
If I was thinking about using a celebrity. And I was looking to advertise a cockroach trap. I'm pretty sure I'd struggle to find a celebrity to do it.
Which begs the question - How on earth did an agency manage to convince none other than Muhammad Ali to endorse d-Con roach traps?