In an age where we are over crowded with digital and print advertisements, it’s no secret that advertisers are constantly struggling to find the best way to get your attention. Our attention spans are shorter than ever, thanks to the Internet, and every advertiser wants a piece of your coveted focus. So what’s the best way to do that? With a celebrity, of course. Celebrity advertising campaigns have been some of the most successful advertising campaigns on the market. The infamous ‘Got Milk’ campaign, that defined advertising in the 1990s and early 200s, featured nothing but celebrities getting photographed drinking milk. Every tween in 2002 wanted a glass of milk when Britney Spears was drinking it.
So what goes into making a celebrity advertising campaign? Picking a random popular celebrity isn’t going to make you millions of dollars. There have been plenty of failed endorsements, as well. Doublemint Gum dropped musician Chris Brown after he abused girlfriend Rhianna, and Lance Armstrong was stripped of his endorsements following the court ruling on his steroid usage. The perfect celebrity for a campaign is going to be admired by the advertising’s demographic. If you are selling women’s perfume, you are going to hire a young celebrity starlet, not an NFL quarterback. Picking the right celebrity is the biggest key point for an advertisement, as the wrong celebrity sends an entirely different message.
While advertisers try to stay as relevant as possible with their young markets, celebrities are the best way to do this. Celebrities, regardless of the industry, have reached a level of all-time popularity. They are revered almost as untouchable god-like figures in some cases, especially among the popular teenage market. Justin Bieber can make a fourteen year old buy three hundred dollars of his merchandise by smiling. These endorsements work out well for the celebrity, too. One of the most successful celebrity endorsers, David Beckham, signed a lifetime, $150 million deal with Adidas. With all of his endorsements combined, its alleged that Beckham makes $50,000 per day.
With celebrity obsession at an all-time high and our attention spans are at an all-time low, celebrity endorsed advertisements are all over advertising’s future. Celebrities’ are all getting on board. While movie ticket sales may go down, they can make big money doing endorsements. Keep a look out in magazines and advertisements, as the transition from movie star to advertisement mogul may be a fast one.