The Marketing Arm’s Celebrity DBI consists of a 4.5 million-member research panel which evaluates a celebrity’s awareness, appeal and relevance to a brand’s image. The DBI is indexed with more than 2,500 celebrities presented to randomly selected respondents four times per year.
Scarlett Johansson, who is well known for her trademark curves, takes our eyes on a trip up north as the face of Dolce and Gabbanna’s Fall 2010 Ad campaign. As is said by Johansson in the interview below, the campaign pays tribute to an old Hollywood glam look made famous by Marilyn Monroe, a star Johansson artlessly resembles. Read More →
Can you imagine what a school would be like they replaced all the faculty with millionaire athletes? Foot Locker and Nike can. The ad below stars “The Educators,” a quintet of pro athletes teaching young men and women about respect, expensive threads, and clichés. Featured in the ad are Rajon Rondo, Amare Stoudemire, Justin Tuck, DeSean Jackson, and Sanya Richards. Read More →
While Vitamin Water may not be good for its consumer (over 30 grams of sugar in each 20oz bottle), the product’s founders surely can’t complain about numbers. Thanks to a few celebrity endorsements and a successful IMC approach, Glacéau, the makers of vitamin water, recently netted minority owner 50 cent over $400 million when it sold to Coca-Cola for approximately $4.6 Billion. I guess he is “the drop out who made more more money than these teachers.” Read More →
We all pretty much knew this was going to happen. It was only a matter of time before the most recognizable teenager hit puberty, and signed with the Nike of acne medication, Proactiv. Assuming the pop star survives the hormonal surge, acne invasion, and, most importantly, voice transformation, Bieber could see plenty more endorsements come his way. Here is a behind-the-scenes look at Bieber’s first commercial for Proactive’s “Be Proactiv” Ad campaign. Check out this... (more...)
Before Joel McHale became the star of E!’s “The Soup” and NBC’s “Community,” he, like most young actors, got his start in commercials. Some of his appearances will surprise you, as well as entertain you. Ameritrade Burger King: “It’s Spicy” Catch Phrase Guy Read More →
Taylor Swift’s newest endorsement sheds light on an issue most of us probably haven’t heard about. The pop star jams out in a new PSA aimed at encouraging youths to turn their headphones down and pay attention to a problem that is becoming alarmingly common among younger generations. According to SoundMatters.org, “people today are losing their hearing two-and-a-half times faster than their parents or grandparents.” Fortunately, the sponsors, Starkey Hearing Foundation and... (more...)
Roger Federer and Derek Jeter are back together again in the latest installment of endorsement ads for Gillette Fusion. But the real story here is who is not featured in the ad. Beginning in 2006, Gillette released a five-bladed razor that was promoted by four of sport’s biggest, most marketable stars; Tiger Woods, Roger Federer, Derek Jeter, and Thierry Henry were introduced to the world as Gillette Fusion’s ”sport phenoms.” Shortly thereafter, misfortune set in. Henry... (more...)
In an attempt to celebrate originality, Adidas has decided to open a Mega Diner, where celebrities are employed and sneakers are created. The first order up for “TV” is a thirty second spot starring MTV’s Paul Iacono and Hip-Hop’s Bobby Ray Simmons (aka B.o.B.). Iacono, otherwise known as RJ Berger- the well-endowed nerdy teenager from MTV’s recent stab at a scripted comedy- plays the customer, who starts things off with an emphatic, yet slightly odd shoe order: “I... (more...)
Let’s hear it for Rhapsody. With the help of Droda5, the digital music service created a commercial that takes viewers on a polarizing journey with the one of the last authentic rappers left in the industry. In this one minute spot, Brooklyn’s finest (Jay-Z fans get it) recreates the poses for all eleven of his albums. As mentioned above, the spot is the last installment for Rhapsody’s “Fans get it” campaign, which is designed to target fan’s long-term relationship... (more...)
Mel Gibson used to be a legend. A Patriot. The man was, in effect, William Wallace, for crying out loud. Nowdays, Gibson is better known as the screaming, anti-semetic psychopath on the verge of ”burning the [expletive] house down.” So, just how far has the “new” Mel Gibson fallen in the eyes of consumers? The DBI has an accurate estimate. Here’s a play-by-play breakdown of the fall in terms of attributes. APPEAL: While Mr. Gibson is known by approximatley... (more...)
