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We all know celebrity endorsements pack a lot of advertising power. Think along the lines of George Foreman (indoor grill), Paul Newman (organic food products) and Michael Jordan (Air Jordan sneakers).
There’s an obvious connection between each celebrity and the product he’s promoting.
Then there’s the case of Brett Favre. Favre is one of the best quarterbacks to ever play football — and also one of the most durable. He’s started every game for the Green Bay Packers since 1992 — a span of 243 games as of this writing — which passes for one of the most remarkable records in any sport.
Tough guy. A true NFL gladiator.
Yet, to judge from his endorsements, he’s ready for a walker.
Favre’s commercial portfolio includes Prilosec (heartburn relief pills), Sensodyne (for sensitive gums, popular with grandfathers who are one step away from dentures) and Wrangler (relaxed fitting jeans, expandable for middle-aged couch potatoes who insist beer is a food group).
I thought the whole idea behind celebrity endorsements was marketing an image and getting customers to buy into what that celebrity represented. So why isn’t Favre the spokesman for Ford’s tough monster truck? Instead, he’s the Green Bay Geezer, an old softie.
What’s next, Dove soap?
Maybe I should have seen this coming several years ago when “Iron” Mike Ditka became a spokesman for Levitra. Now he takes Cialis.
I guess image isn’t everything, wouldn’t you say?
Filed under: Advertising Tagged: | Advertising, celebrity endorsements, image, marketing
I almost had a heart attack the day after the Giants creamed Green Bay – innocently watching my soaps and the TV asks me, ‘How many days a week does Brett Favre have heartburn?’ I’m guessing… 8? Not just 2 or 3 anymore! It pains me that now, even after Superbowl XLII is over, this ad continues to run, unmodified. It’s just greedy, dishonest, and embarrassing for both parties. I’ll stick with my Tagamet.