People buy people – that popular phrase that rings true even now.

Celebrities and athletes have been used for endorsements for so long that I think the agencies and brands creating commercials don’t realise how little effect the same old format has on us ‘Joe Public’.

Unless it is executed well – they seem fake, phony and contrived.

What makes it worse is that we have examples at our fingertips of the same people in much more real and charming settings – which would help sell a tonne of products!

Examples?

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McDonalds LeBron & Dwight

or

The real LeBron (here) and Dwight (here)

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There’s commercial Beckham (here) and commercial Garnett (here)

The real Beckham and the real Garnett

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Even actresses…like Jessica Alba..

In commercial mode here;

But isn’t she infinitely more believable here?

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it only works with;

• A cool as f*** creative concept
• A funny as f*** concept
• A concept that lets them be as natural as possible

Like this final example;

This feels fake, but looks good..

…and feels so real

R