The Falling Star of Celebrity Endorsement - Part 4

Can You Hear Me Now, Catherine Zeta-Jones?

If you suffered a heart attack, you’d want an expertly trained Cardiologist at the helm of your recovery, not a glitzy hospital mouthpiece paid to look good while reciting medical references he or she probably doesn’t even understand. The same goes for purchasing products or services. Savvy consumers want to learn about the best and brightest from the best and brightest. Hence, the long-running success of Verizon’s “Can you hear me now?” campaign.

From 2002 to 2011, Verizon aired more than 100 TV spots featuring a bespectacled field tester asking a question familiar to many cell phone users, “Can you hear me now?” Test Man roaming across the country not only visually represented the strength of Verizon’s network, but showcased the spokesperson’s man-on-the-street appeal as well.

In stark contrast to Verizon’s employee endorser, T-Mobile hired starlet Catherine Zeta-Jones to plug the cash-saving benefits of the carrier. With her good looks, fame, and respectability, Zeta-Jones possessed all the hallmarks of a successful spokesperson. The problem, however, was that she lacked a convincing connection to the product she pushed.

In order for celebrity endorsements to be successful, consumers have to buy into the idea that their favorite actor or singer really does use that weight loss program or $5 lipstick. Watching the millionairess promote T-Mobile’s budget-friendly phone plan was as believable as Bill Gates shopping at Shoe Circus (see part 3 of this blog series), it just didn’t ring true.

Today’s audiences demand that A-listers be authentically in sync with the products they sell. This break from our star-struck tradition has celebrities nervous and businesses redefining their criteria for successful spokespeople. Perhaps Verizon should have texted T-Mobile and informed them of the importance of source credibility.

Comments

[Zoltan Csillag]

Yes, credibility and/or image fit is key, in most cases. For example, Pierce Brosnan starring in Spar's Premium private label ads had quite a bad echo at least in professional circles. (I haven't seen any public survey or sales data yet whether it was convincing for the average buyer.)
On the other hand using a star well on a field that is not naturally his own can also be successful, if you add the creative twist needed. To stay on the heart attack field, check this out:
http://www.youtube.com/watch?v=ILxjxfB4zNk

[Crystal Day]

I think the article has merit. However, I believe that if the commercial was cleverly written or controversial, it will get enough product attention that would warrant consumers to want to try the product. I can't even remember a time when I said to myself, "does that ring true?" while watching a tv commercial.

[Brian Swinden]

I suppose there is the "status" value for specific types of products. But to choose something as mundane as a phone plan (the stated example), in a single tweet I can ask a million people for feedback on the product I am about to buy. In a matter of minutes I can share real-world experiences. In that same amount of time, I can find out if the celeb "endorsing" the product really cares about it - possibly even hear it from the celebs themselves. So, if Catherine Zeta-Jones held the phone, so what? It doesn't matter if I'm not going to be able to text my friends from beach. That said, if she was holding the phone right in front of me on the beach I wouldn't be tweeting anyone about a purchase...

[Steven Mason]

It depends on the target audience. Having Miley Cyrus endorse anything that tween girls might buy is probably sufficient reason to use her. But that's because that audience is so enamored with that particular celebrity. I've always thought a great commercial would be to have some A-lister say "[Advertiser] wants to hire me but the ad agency told them you'd never listen to a spoiled celebrity like me. So instead, they hired this guy [cut immediately to some average Joe who is relevant to the product or service]. So you could use a celebrity if you wanted humor. Ultimately, if the audience is credulous and subject to the Oprah-Effect, a celebrity may be your best bet. Otherwise, avoid them or use them as a humorous foil. Failure to do so will reduce your credibility.

Last, always think about your brand. Does the celebrity exemplify your brand's values or their antitheses? If I'm preaching abstinence, it seems hard to believe that Paris Hilton would work. If I'm preaching birth control, on the other hand, Paris might be very effective (at least until she's had children).