Ads that annoy us: Celebrity endorsements backfire when message contradicts brand's promise |
Despite inherent risks of personality flaws, companies still turn to celebrities to connect with a relevant group of customers and sell products.
Even with a history of backfires -- like Coca Cola using, then dumping Michael Vick, and the embarrassment of a Tiger Woods (the list is quite long) -- celebrity endorsements continue because they work.
Still, in the face of the re-investigation of Natalie Wood's death in 1981, Urban Financial Group's continued use of her former husband Robert Wagner to pitch reverse mortgages to senior citizens, is puzzling.
Such endorsements are intended to build trust. Since Wagner's role in his wife's death is once again being alleged and investigated, wouldn't you expect Urban Financial to shelve its TV commercial until the investigation is concluded?
Think about it. Urban's target audience is people aged 65 and older. They were in their 30s and 40s when Natalie Wood died. How can they put their trust in Wagner now when he is being accused of lying about his wife's death?
Wittingly or not, Urban Financial Group is disrespecting Natalie, knocking on Wood, so to speak, and apparently contradicting the promise of trust it intends to convey. It's like watching an oxymoron unfold in front of you. And what happens to the Urban brand if Wagner is found culpable in Wood's death after 30 years?
Celebrity endorsements can help sell products but the relevance and context must support the brand's underlying promise. When that is called into question, the assumption of trust is broken and the investment is lost.
Bill Carlos President |
Wishing you the best this holiday season and throughout the new year.
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Three years ago, we took Avow Communications full time, having initiated business on a test scale two years previously. We did not intentionally time our roll out to coincide with the beginning of the Great Recession. But coincide it did.
Despite its many challenges, we've managed to build a modest yet solid foundation. We are proud that we still have our first client. And as another year draws to a close, we are ever hopeful that 2012 will be our best year ever.
We are grateful once again to our clients, friends, team members and loyal readers of this newsletter (and you know who you are!)
Happy Holidays to each of you and best wishes for a healthy, prosperous and peaceful New Year.
Bill |