Are you suffering from 'celebrity fatigue'?

A report out today from Datamonitor says that consumers fed up with celebrity marketing campaigns and are suffering from 'celebrity fatigue'.

It says that one of the problems is that celebrities are endorsing too many different products. It cites David Beckham as one of the worst offenders as he sticks his name to anything from Sharpie pens to Emporio Armani pants.

Have you had enough?
 

I admit I do pay more attention to ads featuring celebrities that I like but recently there seem to be celebrities in almost every ad and often they are Z-listers rather than actual stars. The celebrity does need to suit the brand they are endorsing as well otherwise it just comes across as desperate.

Well, I have added my e-Hancock to the poll, as it seems a few others in the ad firmament already have. And there seems, for now, to be a bit of a view... for all the difference it will make. Thing is, if 'we' are a x-section of those who initiate/facilitate the process, who keeps sticking them in there day after day? 'Oh heck, they've just canned concept #68. Sod it, drag out Beckham, the boss likes his missus. I'm sure they might use piles cream'. Hey, if it keeps folk in work don't knock it. But who the heck ARE half of them?

Mind you, I am also awaiting ads for 'Official bondage kit supplier to the Olympics' as just about everything else I might already own (easy, Tiger) or don't need (sorry, Max) is being trotted out with so much imagination and relevance at the moment.

 Does anyone believe that celebs use these products anyway?? Or is that not the point?

It's a good point. I can for instance believe that Becks struts around manor Del Beckham in his Armani pants and maybe he uses Gillette products, but Sharpie pens?

Like wise Kerry Katona I can believe she shops in Iceland. All the customers look like her, by that I mean in jogging bottoms with Croydon facelifts.
 

 

 

Totally agree Peter. Who ARE these "celebrities"? I wouldn't call Paris Hilton a celebrity, yet there she is at fashion shows, award shows, club openings and tearful court appearances. Is money all it takes to achieve a certain level of celebrity? Doesn't talent also factor into it?

'Celebrity' is a very important part of today's cultural interests, so celebrities in ads is as (if not more) more influential than ever before. It doesn't matter if they use the brand... they just have to resonate with the right people, in a way that's no so abstract that it pulls against reality. When the strategy is executed well it's very powerful. Think David Beckham with Police/Gillette, Jamie Oliver with Sainsbury's and Mr T. with Snickers in their latest (and greatest) campaign.

Yes we are suffering from Celebrity fatigue - BIG time!

I'm sick of seeing the likes of Asbo Wino in the paper everyday, reading about David & Victoria Beckham and their of their kids and of all those other pointless fame hungry faces. Commercially product endorsements are becoming less impact as a result of constant celeb fraff! A celeb endorsing something means nothing anymore

I'm not sure... We did a series of focus groups recently for one of our fundraising clients with a view to doing some DRTV for them. Partly, I guess, because the charity's not that well known, the feedback was that without a celebrity voiceover people really wouldn't give them the time of day. Celebrity = credibility. What was even scarier was that the groups really believed that if a celebrity was doing a voice over for a charity ad, they had genuinely been closely involved in the charity's work, gone out to Africa to see the project etc etc

Couldn't agree more Frazer - i have worked with Watson Phillips Norman for six years now and all the DRTV stuff that the agency does for charities has big name voices attached - I think there is a trust thing that a well known voice promotes and also an endorsement value too. Having said that, none of the celebs have been drawn from the Paris Hiltons of this world! Is there such as thing as a 'D' list?