Wednesday, June 30, 2010

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?