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 16 2013: A good alternative to this kind of advertising campaigns , can be introducing the use of the product, look at Apple ads or Surface ads for example. it's about the product not who famous using it.
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      Mar 16 2013: definitely thumbs up for you , if the product is high quality , then it will speak for itself , it also does not need advertisement , and it does not matter who is endrosing the brand , as it does not matter anymore but my friend , apple is a too big brand , what about the new brands that no one knows , it definitely needs fame , and has to work a lot , to become a word of mouth , and it is here endrosements by big personality helps ..

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