Matching Wits: In-House Creative Teams vs. Celebrity Creative Directors
What do Justin Timberlake, Marc Jacobs, Alicia Keys, Will.i.am, Gwen Stefani, Lady Gaga, Daniel Bonner, Aaron Koblin, Christian Behrendt and Leif Abraham all have in common? You guessed it. They are all creative directors.
Can a celebrity moonlighting as a major brand’s creative director work? Do celebrities understand the every day consumer enough to develop brand strategies that influence their purchasing habits?
More importantly, how powerful is a celebrity endorsement? Timberlake has been named Creative Director for Bud Light Platinum, a brand extension of the number one brand of beer, Bud Light. And, Anheuser-Busch plans to keep it in the lead. Timberlake is about to embark on a worldwide tour and he has 17 million Twitter followers.
There was no disclosure on the terms of the deal, but he could easily reach hundreds of millions of Bud Light Platinum’s demographics. That’s not bad when you consider just over 100 million people watched this year’s Super Bowl. The cost of a 30-second ad was $4 million, it was surrounded by other superstar ads and it aired just once. Timberlake’s exposure for the brand will significantly exceed that number.
There’s just one small glitch – Nielsen’s recent Global Trust in Advertising Report found that 92 percent of consumers around the world trust recommendations from friends and family over any other influence. Consumer opinions posted online came in second at 70 percent with editorial content posting third at 58 percent.
Will it work? We’re pretty certain his work will be entered into design competitions, legitimizing his responsibilities and giving Bud Light Platinum even more positive exposure after his work is completed.
Print’s Why We Buy, Why We Brand – Debbie Millman’s Branding Secrets – OnDemand DesignCast
By Debbie Millman
Format: M4V (Mac) + WMV (Windows)
What makes a brand stand out? Is there some magic that turns a simple script logo for a soda into the international graphic icon that is Coca-Cola, or makes us salivate over the latest product from Apple? Register Now.