Almost every time you see a commercial whether it’s via live TV or streaming service, celebrities tend to pop up in a multitude of advertisements. Pop culture gives that sizzle and modern flare to different brands, but why is this the case?
The answer is simple: psychology. Studies have shown that consumers feel they have a direct relationship with these well-known celebrities. As they endorse different products, their influence tends to be greater on millennials who follow that celebrity via social media, according to a study by the Journal of Retailing and Consumer Services. The study shows millennials are more likely to purchase an item from an influencer if it matches their personal lifestyle.
It’s a science
In the early 1900s, author Fritz Heider published a study in the Journal of Psychology that led to the S-O-R model, or “stimulus organism variable response.” This is model connects the emotion of humans and how they respond to different stimuli. When companies use celebrities to market their products, this celebrity must be a trustworthy person that consumers can level with and feel familiar with in order for the S-O-R model to truly take aim.
Super Bowl sightings
The Super Bowl is the number one sighting for celebrity cameos in commercials. Whether you are tuning in for the big game or the halftime show, the commercials are always abuzz surrounding this monumental opportunity for advertisers. Legally Blond star, Jennifer Coolidge, and girl-next-door Gwyneth Paltrow made their 2022 celebrity appearances in the comical Uber Eats commercial that showed consumers their delivery services are more than just food-based.
Pop-singer, Doja Cat, clowned around in Taco Bell’s, “The Grande Escape” Super Bowl Ad sucking viewers into a high-speed car scene that transformed the clown car into a cool, contemporary car where each passenger got a trendy makeover before they all pulled up to a modernized Taco Bell restaurant.
Let’s not forget Seth Rogen and Paul Rudd’s Lay’s chips commercial where they share memories of all of their time spent together in their friendship, which always included a bag of lay’s potato chips. Of course, there is a hilarious twist where Seth marries an evil spirit he met in his haunted house.
Trusting the familiar
Stars are faces that we as consumers are familiar with. That’s why when companies have the money to bring on an A-lister, the juice is worth the squeeze with ROI proven time and time again.