Star power: the cult of celebrity in TV advertising – part 1.

Most people can name their favourite TV ad. If you work in the industry like us, you can probably name quite a few. But the average consumer is bombarded with countless TV ads daily, which means capturing and maintaining their attention has become a real challenge for brands.

One of the most effective strategies to cut through the noise and make a lasting impression is using celebrities or recognisable faces in TV adverts. When done right, this approach not only boosts brand visibility but also creates a deeper connection with audiences.

This isn’t a new phenomenon, as celebrities have been appearing in TV ads for decades, but the opportunities to leverage their fame has become almost exponential today thanks to the power of social media and other digital channels.

Nowadays, it’s quite rare for celebrities to be drafted in for a single TV spot, unless it’s for something like the Super Bowl where the entire world is watching. Instead, celebs are increasingly appearing in multiple ads and the various edits across YouTube, Instagram, TikTok and the like.

In this blog, we thought we’d look at the reasons why featuring celebrities in TV adverts can be a game-changer for brands, as well as some of the potential downsides to consider.

7 big advantages of using celebrities in TV adverts.

1. Instant recognition and credibility: Celebrities come with an established fan base and a high level of public recognition. When a well-known personality endorses your product or service, it immediately lends credibility and authenticity to your brand. Consumers are more likely to trust a recommendation from someone they recognise and potentially even admire, which can significantly enhance your brand perception.

2. Enhanced recall and retention: The human brain is wired to remember faces, especially those of celebrities. By featuring a recognisable face in your TV advert, you increase the chances of your ad being remembered. This effect is amplified when the celebrity appears in a series of adverts, creating a sense of continuity and familiarity that reinforces brand recall.

3. Emotional connection and engagement: Celebrities often evoke strong emotional responses from their fans (some good, some bad). By associating your brand with a beloved personality, you tap into these emotions, making your adverts more engaging and memorable. Over time, this emotional connection can translate into increased brand loyalty and a stronger relationship with your customer base.

4. Consistency and storytelling: Using a celebrity in a series of adverts allows you to develop a narrative that unfolds over time. This storytelling approach can keep your audience engaged and eagerly anticipating the next instalment. It also provides an opportunity to showcase different facets of your product or service in a cohesive and compelling way.

5. Building a stronger brand identity: A series of adverts featuring the same celebrity helps to establish a consistent brand identity. The recurring presence of the celebrity reinforces brand messages and values, making them more ingrained in the minds of consumers.

6. Creating anticipation and interest: When a celebrity appears in a series of adverts, it can create a sense of anticipation among viewers. They become curious about what the next advert will bring, which can increase viewer engagement and interest in your brand.

7. Reinforcing brand messages: Repetition is a key element of effective advertising in any medium, not just TV. A series of TV adverts allows you to reinforce your brand message multiple times, ensuring it resonates with your audience. Each advert can build on the previous one, creating a cumulative effect that strengthens your wider campaign.

3 potential downsides you might want to consider.

While the benefits of using celebrities in TV adverts are hard to ignore, it’s important to be aware of some potential drawbacks.

1. High costs: Celebrity endorsements can be expensive. The costs associated with hiring a high-profile personality, along with production and media placement expenses, can be significant. Brands must carefully weigh up these costs against the potential return on investment.

2. Celebrity controversies: Celebrities are only human and can sometimes become embroiled in controversies. Any negative publicity surrounding the celebrity may spill over to your brand, potentially damaging its reputation. Where possible, it’s crucial to choose celebrities with a track record of positive public behaviour.

3. Over-reliance on the celebrity: There’s a risk of the brand becoming overshadowed by the celebrity. If the audience associates the advert more with the celebrity than your product or service, the core message may get lost. Ensuring a balanced focus between the celebrity and the brand is essential.

So there you have it. Utilising celebrities in TV adverts, especially in a series of multiple ads, clearly offers a lot of benefits, from enhanced brand recognition and emotional connection to consistent storytelling and message reinforcement. While there are challenges to navigate, the potential rewards make it a strategy worth considering for most consumer brands.

Stay tuned for part 2, where we’ll explore some iconic examples of brands that have successfully harnessed the power of celebrity endorsements in their TV adverts. Or if you’re already convinced and would like to get your brand on TV with a famous face (or not), get in touch to find out more about our TV advertising services.