Celebrity endorsements are a fairly recent phenomenon, right? Wrong. The earliest known example goes back to the 1760s, when Wedgwood of UK, makers of pottery and china, used royal endorsements to promote their products. In his book, A Connecticut Yankee in King Arthur’s Court, Mark Twain wrote, “Many a small thing has been made large by the right kind of advertising.” Twain did his best to make large some eponymous products: Great Mark Cigars, Mark Twain Cigars, and even Mark Twain Flour! He was the “brand ambassador” for Old Crow Whiskey and lent his likeness to Fountain Pens. Hemingway also endorsed a pen, a Parker 51. Henry Fonda, Jack Benny, Fred Astaire and Ronald Reagan were among those who endorsed cigarette brands. Michael Jordan’s partnership with Nike is the gold standard, but it was Walt Frazier of the NY Knicks who, in 1973, landed the first basketball shoe deal, with Puma. A great deal of thought goes into the process of celebrity endorsements. If you could pick anyone, from any time, who would be at the top of your list? Our list would start with a scientist.
Albert Einstein
One of the benefits of an endorsement is the credibility it brings. We can’t think of anyone (living or not) more credible than the man whose name became a synonym for smart. Einstein turned down every endorsement offer during his lifetime, but legal maneuvers paved the way for his image to be used by Nike, Apple, and even Mentos, after he died. While Albert wouldn’t agree, the Apple ad shown above is perfection. That face, the Apple logo and the words, “Think Different,” are all that’s needed. Perfect messaging at a glance. Imagine him turning to the camera and saying, “This is the smart choice.”
Michelle Obama
Usually a political figure is a risk when it comes to endorsements, but she is, according to many surveys, the most admired woman in the country. Michelle Obama transcends politics. She was married to the Democrat who succeeded him but still cultivated a friendship with George W. Bush. She graduated cum laude from Princeton, got her law degree at Harvard, worked for a law firm, worked in Chicago government, spent 8 years as first lady, became a best-selling author and helped raise two daughters under the media spotlight. She could lend her credibility and persona to just about anything, from fashion, to food, to education, to any important cause.
James Earl Jones
If credibility had a voice it would be his. He commands attention. His tone and style of speaking convey authority and substance. He doesn’t have to appear in a commercial, just narrate it. This is the voice you want when your brand is iconic and your product serious. Or, if you are a Sith.
Bourne or Bond
It would be a great deal of fun (not to mention effective) to create an auto manufacturer campaign with either Matt Damon as Jason Bourne or Daniel Craig as Bond taking the wheel. Imagine Craig stepping out of a roadster, looking at the camera and saying, “…this is a license to thrill.” When brands do turn to fictional characters it’s usually a comic book version.