Gillette continues its campaign standard – feature three celebs or athletes and make them look good. The "Masters of Style,” Adrien Brody, Gael García Bernal and André 3000, are promoting the new Gillette Fusion ProGlide Styler – a 3-in-1 grooming tool for trimming, shaving, and accurate edging. Hey, these guys look good, have great facial hair and are as diverse as a coffee shop close to the U.N.
Once again, Gillette does a nice job of integrating talent, diversity and purpose. What's more, these are the guys that most men want to look like, and most girlfriends want to look at. Way to hit up the purchasers and the influencers! Gillette does Celebrity Endorsements right.
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.