CelebrityPitch

DeVry University Gets College Athletes With The Olympics And Donovan Ford - Celebrity Endorsements - Olympic Edition

DeVry University, a for-profit school, made an amazing strategic play when it decided to become an Official sponsor of Team USA.  DeVry automatically upped its credibility and has the ability to leverage the legacy and attributes of the Olympic games.  What's more, DeVry features a real-live student who is participating in the games - Donovan Ford AND it bills him as a student athlete - something the university wouldn't normally be able to say since it does not have any official sports teams.  Finally, while you may not have heard of Donovan Ford, it’s clear that DeVry is committed to its students and to the Olympics.

From DeVry:

Donovan Ford, 2016 U.S. Olympic hopeful and DeVry University student lets nothing stand in his way. We've been honored to support unstoppable students for over 80 years, and now we're proud to do the same for our U.S. Olympic and Paralympic student athletes. Because no matter what obstacles they face, we make a commitment to walk with each of our students, every step of the way. Meet our Team USA student athletes at http://www.devry.edu/whydevry/olympic-student-athletes.jsp

Omega Starts It Up With The Rolling Stones, Natalie Coughlin And More For The Olympics - Celebrity Endorsements - Olympic Edition

For 25 games, Omega has been the official timekeeper of the Olympic games. And while the company may be touted as one of the time-tested category leaders in luxury timepieces, it’s very rare to see a television commercial for the brand.  Watches are a HUGE category for celebrity endorsements, and print ads are a constant for athletes like Maria Sharapova and actors like Leonardo DiCaprio.  This spot combines the storied history of Omega's sponsorship with Olympic athletes including: Chinese diver Qiu Bo, U.S. swimmer Natalie Coughlin, British heptathlete Jessica Ennis, U.S. sprinter Tyson Gay, South African swimmer Chad le Clos and U.S. pole vaulter Jenn Suhr - all to the classic Rolling Stones song, "Start Me Up."  The result is seamless integration and messaging from start to finish.  Maybe Omega should consider running more television spots in the future!

Usain Bolt Carries The Cast Of Celebrity Endorsers For evoSPEED and Puma - Celebrity Endorsements

Usain Bolt is joined by superstar athletes: Fernando Alonso (F1 Driver), Rickie Fowler (Golfer); Yuvraj Singh (Cricketer); and Sergio Agüero (International Football) to help sell Puma evoSPEED.  The willingness and ability of these major worldwide stars to take on the world's fastest man's signature move, catapults Usain Bolt's endorsement ability to Michael Jordan-like status. Bolt's instantly recognizable pose is unmistakable, and it makes these stars, while not automatically recognizable in the US, peak consumers’ curiosity to find out more.

This is a great platform. It leverages worldwide athletes - making them relevant on a local scale through a common thread.

Doug Pitt Virgin Celebrity Endorsement - Celebrity Endorsements

Why should Brad be the only Pitt that makes money in Celebrity Endorsements?  He shouldn't be.  That's why Virgin introduced Doug, the other Pitt, and gave him a clever, yet not-so-celebrity endorsement deal.  From Virgin:

This is Doug Pitt, the second most famous Pitt in his family. Unlike his brother, Doug's not a super star, he's never been featured on the front page and never made big bucks from a celebrity endorsement. Virgin Mobile believe in a fair go for all, and want your help to make things a little fairer in the Pitt family.

Love the creativity here.  In one sense, it certainly seems like Brad is giving his blessing and subsequently endorsing Virgin along with his brother.  And because of Brad Pitt's international stardom, this spot has resonance worldwide. It’s genius and it’s cheaper. However, it’s a novelty so only time will tell how long a stunt like this can be effective.

Usain Bolt Give His Soul For Ludacris - Celebrity Endorsements

Does a "me too" mentality give a brand a soul? If anything, I think it subtracts from the brand. Brand/product innovators are successful, because they create something new, something interesting, something that fulfills a need.  Copycats, on the other hand, usually are not successful.  Think iPod vs Zune, Gatorade vs Powerade, ESPN vs NBC Sports.  All of these brands/products saw something that worked, tried to copy it, and (for the most part) now have an extremely small fraction of the overall market availability. 

Soul by Ludacris is in this exact place.  Beats by Dr. Dre was new, interesting and entered the $100 headphone market when it was in its infancy.  Now that marketplace is becoming OVERCROWDED with Celebrity Endorsed brands.  Here are just a few: Marley Exodus, Miles Davis Trumpets, AKG Quincy Jones and 50 Cent's Sync by 50 brand.  What's more, brands like Monster are signing major talent to pimp their goods, like Xzibit for Monster, Pauly D for SMS Audio and Nicole “Snooki” Polizzi for iHip.  It's getting ridiculous. 

Investors, if it's not Beats (who also signed on Lady Gaga and LeBron James), beware. These other brands probably won't last very long. And while I do like including athletes in this space as a possible way to stand out, what are the chances that Usain Bolt would actually run with those earmuffs on? Slim.

Jennie Finch Is A Champion Mom For Chobani - Celebrity Endorsements

Chobani is doing a good thing with Jennie Finch at the helm of their advertising - specifically because this spot calls her out as "a typical mom" and notes that her son is her champion.  While she may not be pitching from the mound anymore, Jennie Finch was a standout that still carries relevance in the softball world.  The spot, meant to promote Chobani's children-targeted "Champion" line of yogurts does a few things right:

1. Chobani chose a real mom.

2. Chobani chose a mom that could be recognizable to parents of the same age.

3. If you don't recognize who Jennie Finch is, Chobani tells you on screen and references her 2 Olympic medals.

4. The message is clear - Chobani Champions is for kids.  It's good for them, and good moms feed it to their little aspiring atheletes.

This is a great example of how a somewhat lesser-known Celebrity/Athlete can bring value to a brand through the "true to life" integration of their best assets.  And now, for Jennie, it's no longer just being a hot fast pitch softball pitcher, it's being a hot mom!

50 Cent's Street King Will Be Dead Before Joan Rivers - Celebrity Endorsements

In the begining, it seemed like a great idea.  50 Cent would launch a new energy drink with a purpose. From our October 2011 Post: 

For every Street King energy shot that’s purchased, a meal is furnished for an impoverished child.  EVERY SHOT = A MEAL for someone in need.  An amazing way to link a cause, with a brand, with a celebrity endorsement – it's a consideration/purchase driver’s wet dream.

Street King is the brainchild of 50, his manager Chris Lighty, and Chris Clarke.  Clarke is the entrepreneur behind Pure Growth Partners who’s mission is to find and create sustainable brands using a “one for one” give-back component to donate directly to the world’s most effective charities.

However, the mission of the product and 50's company is getting lost in this off-the-wall, GoDaddy style commercial. (Joan Rivers was also in a GoDaddy commercial.) While this spot is meant to breakthrough the clutter, it only ends up creating it.  This ad does nothing for the brand and nothing for the mission.  Instead it is one of many similarly lame ads.  If a brand is going to be different, it needs to stay on its mission and have consistent messaging.  This is disappointing.

Mike and Bob Bryan Keep Sending But Is Citi Receiving - Celebrity Endorsements

Mike and Bob Bryan, US tennis champions planning on competing in the London games, have nice set of Celebrity Endorsement deals including K-Swiss, Olympus, Prince, Oakley and Nesquik.  However, does the general public who this identical pair of brothers are?  Probably not.  While the fact that the Bryans are twins AND professional tennis partners is a stand out attribute, doubles tennis is hardly relevant in today's sporting world.  Nonetheless, as the Olympics take over our summer, I'm sure these guys will be in the headlines once or twice.  So while we may not know them now, we will in a few months.  Citi is betting on it - or they may not receive a return on their investment.

Weekly RoundUP: Forbes - Celebrity Endorsements

Typically Celebrity Pitch only posts images in the Weekly RoundUP, however, an exception had to be made for the June 4th, 2012 issue of Forbes which celebrated the Forbes Celebrity 100.  In an issue that highlights powerful celebrities from Justin Bieber to Lebron James, one would expect the magazine to be packed with ads featuring Celebrity Endorsements.  However, this Roger Federer ad for Credit Suisse is the sole Celebrity Endorsement that graces the issue.  Sad that advertisers and the Forbes ad sales team didn't make more of this issue.  Definitely a missed opportunity.

Jameson Triggers Short Film Creativity With Kevin Spacey

Jameson has partnered with Kevin Spacey and his production company, Trigger Street, to bring new short films to a broader audience.  From Jameson First Shot:

Jameson Irish Whiskey has partnered with Kevin Spacey and his production company, Trigger Street Productions (The Social Network and 21), to discover up-and-coming talent from America, Russia and South Africa. In the search for fresh, fearless film makers, Jameson invites you to take center stage and enter a short film competition with an once-in-a-lifetime prize like no other. One where you call the shots, direct a Hollywood star and have the backing of an award-winning production company. If you believe you have the talent but have yet to get your big break, Jameson First Shot is the competition you’ve been waiting for.

Creative integration like this is becoming more common, but it’s rare to get talent like Spacey to take part in such a prominent way. What's more, brands are no longer just funding creativity, they are helping to foster it and serve it to a larger audience. Collaborations like this are less about selfish brand promotion and more about strategic brand messaging through creative integration.

Dara Torres Shops To Win For Kohl's - Celebrity Endorsements

Dara Torres is competitive, but not just in the pool lane, in the shopping aisle too!  Despite the "surprising reveal" that Dara is talking about competitive shopping in this spot, she's a great spokesperson for Kohl's.  A very accomplished mom is the perfect Celebrity Endorser for the retailer, although I doubt most Kohl's shoppers have her guns! Dara has broken real barriers to achieve her success and she proves that anything is possible. The "confessional" is a nice touch too...it makes the spot seem very personal.