CelebrityPitch

BJ Raji Double Teams With Aaron Rodgers For State Farm

State Farm continues its impressive list of Celebrity Endorsers with BJ Raji, the Green Bay Packer's nose tackle.  BJ is now Aaron Rodgers' teammate on and off the field and he continues the relevance of this spot as it updates the creative, but stays true to the message.  As stated in the original Celebrity Pitch Post, "Aaron Rodgers Check Yourself With State Farm," this spot does an excellent job of brand/celebrity integration with the emphasis on creating cultural relevance through celebrity qualities - allowing State Farm to continue to "own" Rodgers' touchdown dance.  When Rodgers does it on the field, anyone who has seen this spot immediately thinks of the State Farm commercial which makes the endorsement deal infinitely more valuable.

Paula Deen's Brand Has A Disease

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Paula Deen, the "queen" of Southern, high fat, high calorie cooking, confirmed today that she indeed has type 2 diabetes.  What does this mean for her brand?  Well one thing's for sure, Anthony Bourdain's claim that Paula Deen is "the worst, most dangerous person in America" might become more common when you see her and/or her products on screen.

According to an ABC news report, we shouldn't be surprised that Paula Deen has diabetes - "The more FAT you consume, the more weight you gain.  And gradually your pancreas works overtime and you develop diabetes."  My prediction is that her products (like the "Butter and Bacon Flavored" green beans pictured here) won't be flying off the shelves, but rather yanked due to lack of sales.  Her different bakeware and eyewear (weird, but on sale at Wal-Mart) may be fine.  But Paula Deen's name may do for her food items what the Surgeon Generals Warning did to cigarettes - dramatically decrease the appeal of the product they appear on. Nobody wants to eat something that requires medication as the appetizer.

Paula Dean DOES have the opportunity to turn her HEALTH and BRAND around.  Here's my advice:

ADMIT that you have a problem.

START preaching moderation.

REPOSITION the Paula Deen show, brand and products into healthy alternatives to Southern food.

The key here is repositioning. Brands do it all the time.  Paula you better get started and we hope you have a healthy future.

 

Lindsay Lohan From Playboy to FCUK Vice Vixen

Believe it or not, Lindsay Lohan has a new Celebrity Endorsement deal...kind of.  Above is a new advertisement for FCUK's Friction fragrance.  According to the Daily Mail, the image was "not originally taken with the FCUK Friction fragrance campaign in mind. The label bought the rights to the black-and-white shot after it ran as part of a photo story in Muse magazine in 2010."  

Either way, it's amazing that such a scorned celebrity brand can still get paid to endorse products...even if it is with an edgier brand like FCUK.  Is Lindsay still relevant?  If you're looking for scandal, sex, drugs and unpredictability, than yeah, Lindsay Lohan is definitely relevant.  From America's sweetheart to the world's Vice Vixen - I guess everyone has his/her place.

Usain's Bolt Strikes Richard Branson's Virgin Mobile

  

Check out the new Virgin Mobile - UK spot with Usain Bolt.  The spot cleanly integrates Usain's ability to act comically with his speed and confidence to communicate Virgin Mobile's claim as "the fastest in the UK."  Verbally the message of speed is apparent.  Subconsciously the viewer believes the messaging since Usain is billed as the fastest person alive.

Borrowing attributes from talent in Celebrity Endorsements is one of the best ways to build perceived equity for brands.  This is a perfect example of how a celebrity's attributes in one field (or track) can transfer to a product through strategic alignment.

What's more, I love the spot's inclusion of Usain's signature "Bolt" move.  This type of great personal branding can be seen in most of Usain's efforts off the track.  Both Usain and Virgin know how to maximize Celebrity Endorsement deals.

Jillian Michaels Kicks Celebrity Endorsement's Ass

It doesn't really matter whether or not you like The Biggest Loser, The Doctors or Jillian Michaels, because from the aisles of the drugstore to the bookshelves of Barnes and Nobles to the airwaves of every major network, Jillian Michaels is going to be there telling you to get your ass in gear and get in shape.  Jillian has so much going on right now it's almost impossible to round-up.  Here's a quick try: her own weight-loss plan and diet pills; iPhone app; K-Swiss Celebrity Endorsement; K-Swiss clothing line; co-hosting on The Doctors (she's not a doctor); best selling book; X-Box game; radio show.

And all of this is AFTER she left what found her fame, The Biggest Loser.  Way to set the stage for an amazing brand platform and own a space - every entrepreneurial Celebrity's dream.  Jillian Michaels is the new weight-loss guru, but is she this generation's Richard Simmons?  I doubt it.  She seems to be doing it right...for now.  In fact, I'd rather follow a weight-loss plan endorsed by Jillian than Janet Jackson or Kirstie Alley.

Sorry Kim Kardashian Sketchers Thinks You're No Dog

Sketchers announced that they'll forgo one of their many Celebrity Endorsers for a Dog named Mr. Quiggles and a Mark Cuban cameo.  The most recent celebrity to gear up in Sketchers was Kim Kardashian in last year's Super Bowl spot.  But, truth be told, Sketchers has a whole slew of celebrities:

Singer: Brandy, Britney Spears, Christina Aguilera, The Black Eyed Peas, Ashlee Simpson, Carrie Underwood and David Cook

Actors: Robert Downey Jr., Rob Lowe and Matt Dillon

Athletes: Joe Montana, Karl Malone, Rick Fox and Wayne Gretzky

TV personalities: Kim Kardashian, Kris Jenner, Cesar Millan and Brooke Burke

Most of these celebrity endorsements are from years past, but Sketchers has done an unbelievable job using celebrity to build the brand.  So why are they ditching their endorsement platform on the world's biggest TV commercial day?  Arguably, Cuban is still a Celebrity Endorser, but he's one of the least impressive on this list.  It better be a good spot.  See you Super Bowl Sunday Cuban!

Dr. Dre Beats Oscar de la Renta

Check out these headphones from Beats by Dr. Dre and Oscar de la Renta.  The $700 price tag for these puppies is likely do to the real fur (NOT puppy fur) lining.   There is no better brand extension out there than Beats by Dr. Dre.  At first I hated the REAL FUR headphones, but on second review, what's not to love about these headphones during the cold winter months?

Good sound - Thanks Dr. Dre 

Good Style - Thanks Oscar

Good Warmth - Thanks Fur

This may be more PR-worthy than a scalable product, but it works for what it is.  PETA thinks a bit differently...read that story here: Hollywood Reporter.

Maroon 5 + Adam Levine + JBL = Great Idea, But We Can't Hear You

I love the Celebrity Endorsement deal between Maroon 5 (Read: Adam Levine.  After all, his name is as big, if not bigger, than the band's.) and JBL.  The video can boast seamless integration with great storytelling, but does anyone know about it?  I don't think so.  The video has been out since the summer and has less than 30,000 views on YouTube!  With a band the caliber of Maroon 5 you'd expect much more.  Message + Integration + Paid Distribution is almost always needed make the perfect "Celebrity Endorsement" pitch.  Marketers can't rely on spots to go "viral" - whatever that means these days.

JBL - Spend some cash to get more eyes on this!

T-Pain Fully Stocked At Walmart - Celebrities In The Suburbs

 Celebrities In The Suburbs - It's easy to miss a lot of mass marketing when you don't shop at Walmart or watch MTV everyday.  This is horribly unfortunate, because you can miss some amazing things like the I Am T-Pain Mic commercial above.  I discovered this gem while leaving a suburban Walmart.  Initially, I thought it was a joke/piece of junk.  Then I discovered it's actually supported by creative?!  It's amazing what hits the shelves.  But good for T-Pain!  It's impressive what a Celebrity can do to bring attention to a product.  Without the Celebrity Endorsement, this would certainly be at the dollar store instead of Target, Walmart, etc.  Still, our thoughts are with any parent who had a kid that wanted this product over the holidays...

Walmart Starting A Possible Biff With Tony Romo - Celebrities in the Suburbs

Celebrities In The Suburbs - Tony Romo's 5 year $10 milion Starter deal has been going strong since 2008 when it was billed as one of the largest endorsement deals in the NFL.  When paying such big dollars, Starter might not be very happy to see what Walmart is doing with Romo's signage.  I found this poster prominently displayed with Cleveland Browns gear that's not even Starter branded.  Brand Managers can't be at every store, but need to make sure their Celebrity Endorsement deals are being used properly.  I would have torn this sign down if this were my client or brand.