Celebrity Endorsements Don't Die, Eample #1.
In a unique use of Dead Celebrity Endorsement, New York Public Radio's classical station WQXR, is running a new campaign featuring Beethoven, the world's most famous composer as their celebrity spokesperson. The entire month of November will celebrate "Beethoven Awareness Month" through ads and wild postings with the copy – "Obey Thoven" [oh bey-toh-vuhn].
From the New York Times:
Devoting 30 days to Beethoven is “kind of stealing from the ‘Shark Week’ idea,” Ms. O’Loughlin said, referring to the popular series of shows each summer on the Discovery Channel cable network.
“It’s taking programming people love and giving them an intense dose of it,” she added. “It feeds the passionate and welcomes in everyone else.”
This is clever use of a strategically aligned celebrity. Beethoven's music is certainly over the 70-year public domain constraint, and I don't believe there is an estate managing any publicity rights – so it's cheap!
The ad succeeds in making Beethoven and the station seem contemporary and modern, while not loosing anything to heritage or history.
WQXR's campaign is working. I'll be listening.