Whether you’ve heard it on the radio on the way to work or saw a spot on television, chances are good that you’ve been exposed recently to a commercial backed by a famous celebrity voice. And while this technique for selling products isn’t new, I’m curious to know if people today are receptive to it.
Call me a sucker, but I’m a fan of the celebrity voiceovers – especially if they make sense with the product. Take the latest campaign put out by Michigan’s tourism organization. Narrated by the much loved Tim Allen, (of Home Improvement fame), the radio spots (Pure Michigan) and TV ads have a soft, homey feel, enticing the audience to visit “Pure Michigan” – where the simplicities of life and your family are all you need for a satisfying vacation. Allen’s welcoming voice, matched with his reputation of being a family man from his long running sitcom create a warm and fuzzy feeling for the listeners.
And then there are the in-your-face, tell-it-like-it-is ads for the new Ford 150 trucks (Ford 150). With Denis Leary’s ranty narration and bold typography animation jumping across the screen, these commercials are hard to ignore. My guess is they hit their target audience perfectly as well – rugged men who haul heavy stuff with their trucks and like a lot of power in their vehicle.
So what’s my point? That celebrities and other notable people can be a great addition to a campaign – if they are a good fit. I wouldn’t want Pamela Anderson selling me life insurance. Thus, my vote is heck yeah, bring on the celebrity voiceovers, but don’t just hire on someone because they were in this season’s blockbuster. If there’s a disconnect between the product and the persona of the celeb, you’re just taking advantage of stardom and possibly leaving your audience confused.
