"Free Blog" assignment: Celebrity Endorsements
For my "free" assignment I wanted to take a quick look at 2 celebrity endorsements-- one that I find works and the other which I believe is unsuccessful. (This success gaged by the TEARS model)
1st- Kristie Allie in Jenny Craig Commercials
This is the ad campaign I have chosen as a failed campaign. I realize this is an older ad, but it's the first one that comes to mind. This is a detriment to Jenny Craig's name and if anyone else views these ads as a fail like I do it may and most surely has deterred potential customers. The reason Kristie Allie was not a great spokes person for Jenny Craig is most readily based on the fact that most women that care about celebrities read gossip magazines of which she frequented due to her largely fluctuating weight. This news could be compared to Silvester Stilone being in a magazine for smoking something other than Marlboro's (which he didn't). But, besides getting bad press for herself she was acquiring a bad brand image for Jenny Craig as well as making the brand not seem credible.
2nd- P Diddy Proactive Commercial
I chose this as my "successful" celebrity endorsement campaign. P Diddy is a HUGE name and spans so many groups of people as being an important man. He is famous in the music world as well as in the fashion industry, and he is a very well received, composed and credible source of information (in the eyes of the viewers). So, to start Proactive has done a great job chosing their endorser. During the commercial they show before and after pictures of P Diddy as well as having him speak about the results he has had and the impact it's had on him. It sounded like the heart-felt truth (whether it was, or not), and he has retained his name as well as his commitment to the product via the public eye to this day.