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Issues? What issues?

Posted in General, Media, Mel Varley, Latest reporters' blogs April 24th, 2007 by Melinda Varley

Last week, Gordon Brown said that the British public mood was moving away from celebrity culture and more towards a greater interest in ‘serious issues’. So why are advertisers still so keen on celebrity fronted campaigns?

I found Brown’s assertion almost laughable as any government attempt to get the public to recycle, stop using their cars and stop flying has made absolutely no effect on the way we live our lives. It certainly hasn’t deterred public attention on the ‘celebrity’ either.

If people were in fact turning away from celebrity culture then many advertisers certainly have the wrong idea – celebrities sell. The reason is, that we as people are curious about them. We want to know everything we can about them and delve into their worlds just that little bit.

But of course, most of the ads and the brands that the celebrities are fronting have pretty much nothing to do with their brand ambassadors. For example, why is an ex-footballer Gary Lineker promoting crisps? You’d think he’d be more suited to a gym advert, or, after this weekend, mobile phones?

The Virgin brand has long associated itself with celebrities including Pamela Anderson for, firstly, its Virgin Cola brand and just recently Virgin Mobile. While Pamela had some relativity to the brand (the brand was trying to promote itself as sexy and sassy), what does Uma Thurman have to do with Virgin Media?

The point is, there is danger when using celebrities in advertising campaigns. If they have no relevance to the brand, there fame, fortune and incredible good looks can overshadow the brand.

Some of the biggest brands in the UK are celebrity fronted, almost to the point that you could name any celebrity and automatically associate them with a brand name.

Sainsbury’s – Jamie Oliver, Chocolate Orange – Dawn French, BT – Kris Marshall, Ultimo – Sarah Harding and New Look – Drew Barrymore and Kelly Brook.

But what is Eva Longoria the face of again?