Super Bowl Ads Celebrity Style – Oikos Gets John Stamos To The Greek in their 3rd quarter Super Bowl spot. The ad has over 3 Million hits on YouTube and is Hulu – AdZone's 9th most popular spot over all. The oversimplified spot features a classic Super Bowl stunt – "friendly" violence. We've seen it all before (think Snickers and chest hair pulls and Sprint phones thrown at the face). While the creative for the Super Bowl commercial is sub-par, the promotion for Stamos is invaluable. John Stamos' current popularity is certainly debatable, but the guy is probably on the most famous Greek actors around. Can you think of another one off the top of your head? It makes sense for a Greek yogurt brand to align themselves with Stamos, but Oikos could have done a better job integrating some of Stamos’ personal attributes in the spot.
Super Bowl Ads Celebrity Style – Mr. Quiggly and Mark Cuban Team Up For Skechers, but Mr. Quiggly is undoubtedly the star of this ad. The ad is 5th on the Hulu – AdZone most liked ad list, but this is certainly no credit to Cuban. In fact, Cuban's cameo is so slight, that you probably missed it when grabbing for another buffalo wing on game day. And with less than 400,000 views on You Tube, this spot apparently has very little viral appeal. Cuban doesn't have enough true celebrity appeal or following to create buzz.
Super Bowl Ads Celebrity Style – Honda Picks Up Matthew Broderick and they couldn't have done better to get the attention of the 20, 30, and 40 something’s that love the movie Ferris Bueller's Day Off and Broderick. The target seems just right for the new Honda CRV and the movie is such a classic that it is recognizable within the first scene of the commercial. What's more, the spot still makes sense – even if you haven’t seen Ferris Bueller's Day Off. Good Buzz around this spot pre-Super Bowl also made it an instant success for Honda. Almost 13 million views on YouTube proves it.
This week, Celebrity Pitch will be focusing on the BEST of Sunday's Super Bowl Ads – "Celebrity Style." In these reviews, we don't care about any other ads out there, but the ones that feature the celebrities – sports and entertainment related. We'll start with the most popular endorsement and integration ideas as deemed by Hulu AdZone's voting via Facebook likes.
Super Bowl Ads Celebrity Style – Volkswagen and Star Wars (with the barking dogs) is currently the most liked Super Bowl ad OF ANY AD ON SUNDAY – celebrity endorsement or no celebrity endorsement. While Star Wars isn't a celebrity exactly, it certainly is a strategic alignment with the entertainment brand. While it all started last year with Volkswagen’s "little Darth Vader" ad, Volkswagen reinvented the Star Wars concept using another ad favorite: dogs. The dogs barking the iconic theme song is creative, fun and just odd enough to get people to stop, listen and pay attention. It also has almost 13 Million views on YouTube.
The second ad from Volkswagen (3rd most liked Celebrity Endorsed Ad, according to Hulu-AdZone), features a dog getting fit so it can chase the new VW Beetle. This is very smart for the introduction of the new VW design. While I like the first half of this ad, the integration with Star Wars is a bit forced and awkward, but everyone should be forgiving enough since the spot alludes to the other VW integrations.
Seriously. Kellie Pickler has teamed up with Fresh Step and ASPCA to design a sweater (pictured) in the hopes that it will bring attention to kitty homelessness. For $35 you can get this limited run sweater and be the "cat woman" of your local book club. 100% of the proceeds from the sale of the sweater go to charity.
This is a great idea and nice to see Kellie get involved, but this sweater is a little ridiculous. CP's guess is that the sweater will more likely help cure homeless humans trying to stay warm this winter – after it hits the shelves of Salvation Army.
Kellie looks great in the photo and her team did a good job of integrating the promotion of her tour and new album 100 Proof – including a chance to win a meet and greet with the country star.
All and all good promo. Bad Kitty Sweater.
LeBron James is continuing down the unrighteous path of undeniably BAD personal branding moves. The PSA for Boost Up has an amazing message, but it SHOULD NOT BE COMING FROM LEBRON. Sure, LeBron finished high school, but he became uber-successful because of his basketball skills – not because of what he accomplished in school. LeBron is known ONLY for what he accomplished on the court.
Shame on Boost Up for getting all jazzed about a huge headliner like LeBron, and letting his star power overshadow their message. The Bleacher Report said it best:
"…if they were set on using an athlete to convey that message of staying in school (and they most certainly did not), it would have been nice to see one who actually grinded through the same amount of schooling as a typical capitalist up and comer, like, say LeBron’s Miami teammate Shane Battier, who graduated from Duke University with a 3.5 GPA."
We want to see you manage your brand in an intelligent and groundbreaking way. Please take a step back and:
Look at the opportunities before you
Look at how authentic the message will seem
Look at how it will affect your brand vision
Look at how it will affect the product/cause your promoting
Please, LeBron, think. Think before your next branding move tarnishes your image even more.
One of Ellen DeGeneres's first jobs was at a JCPenney in Metairie, Louisiana in the 1970's. Ellen is having a bit of a homecoming with the announcement that she will be the department store's new Celebrity Endorser.
From the President of J. C. Penney Company, Inc., Michael Francis:
"Ellen DeGeneres is one of the most fun and vibrant people in entertainment today, with great warmth and a down-to-earth attitude. The millions who watch her on television and follow her through social media relate to her and trust what she has to say. Importantly, we share the same fundamental values as Ellen. At JCPenney, we couldn't think of a better partner to help us put the fun back into the retail experience. Moving forward, we'll be focused on being in sync with the rhythm of our customers' lives and operating in a 'Fair and Square' manner that is rooted in integrity, simplicity and respect. We're thrilled that she's joining our team to help convey the exciting transformation under way."
Because of her daytime talk show, Ellen is a celebrity with EVERYDAY relevance. Ellen is current, hip and truly identifiable with Middle America – exactly the type of person JCP needs to get back to square one and become a viable option for today's shoppers.
The only thing I don't love about this is JCP's new logo…Celebrity Pitch is predicting that will change soon.