Over 70% of the New York Times BEST and WORST advertisements contained Celebrity Endorsements and over 85% contained some sort of entertainment slant. Admittedly, the sample sizes are not large (only 7 ads were reviewed), but it is telling how important celebs are to get attention and notoriety for brands. As The New York Times states "…borrowing star power was a popular tactic during a year in which economic uncertainty made advertisers try especially hard to woo customers." Duh.
A quick round up from the New York Times article Best and Worst List with Celebrity Pitch Commentary (only spots with Celebrity Endorsements are included):
CHEVROLET – Featured the Glee cast singing the car company's classic jingle “See the U.S.A. in Your Chevrolet.” The spot also ran during Glee – great show/celeb integration, much better than anything Ford and American Idol ever produced.
CHRYSLER – Eminem introduced the "Imported from Detroit" tag line- believable and even heartwarming from Detroit's most popular rapper. Go Detroit! Buy American!
FIAT – Jennifer Lopez driving a Fiat was probably the most hated Celebrity Endorsement ad of 2011. No brand alignment, no relatability and when Fiat tried to fix it, Lopez shot a new ad in LA, not New York. Worst brand introduction this year.
GROUPON – The use of B-List celebs like Cuba Gooding Jr., Elizabeth Hurley and Timothy Hutton should have been a bright sign that these ads just shouldn't have been on air…especially during the Super Bowl. They only ran a few days and were then buried under BAD Celebrity Endorsements.
STELLA ARTOIS Actor Adrien Brody sang a song in a jazz club. It was an OK ad, not bad integration, but not sure why it happened and don't think it was very effective.