TED Conversations

Tarun Mahani

Curator, TEDx

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The Danger of Celebrity Endorsements of Brands

Paying celebrities to endorse a brand is dangerous territory. This isn’t a new revelation, but brands still shell out massive amounts of money to have the “it” celebrity of the moment appear in ads and say how great the brand is.

The latest celebrity brand endorsement gone wrong story (Lance Armstrong admitting to Oprah Winfrey that he used doping to win all of his Tour de France titles) reminds us once again how risky it is to pay to attach a celebrity name to a brand name.

The list of celebrity endorsements of brands that have gone terribly wrong for the brands is long. Here are a few:

Tiger Woods and multiple brands
Madonna and Pepsi
Kobe Bryant and McDonald’s and Coca-Cola
Michael Vick and Nike
Michael Phelps and Kellogg’s
Kate Moss and Chanel and H&M
O.J. Simpson and Hertz


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    Mar 15 2013: People shouldn't idealize celebrities
    Once they didn't appreciate celebrities themselves and appreciate their works instead, This problem will be solved automatically.
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      Mar 15 2013: hey , FSN , but generally it is seen that big brands are endrosed by big stars and people tend to follow them , actually people idealize the celebs , that why the brand owners pay huge sum to them , and it is tested and proved that if big names are involved with your brand , its sales is surely gonna inc. Generally the people trust their idols and mix their work with their social personality ..
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        Mar 15 2013: Therefore, I think we should move from this kind of behavior and people need to think of them as one of them not their idols.
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          Mar 16 2013: FSN , look sir , its not about me or you , look at the companies point of view , still people are influenced by the stars , so they have to pay them a huge sum , inorder to compensate sales , so what could be other alternates , as in sales should not suffer ..

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