Jay-Z, Vera Wang and Serena Williams Rejuvenate Hp's Image

For a long time, Hp has dominated the computer industry with printers, but now Hp is seeking to renew interest in its laptop computer. The new Hp ad campaign entitled: "The Computer is Personal Again," seeks to rejuvenate a stagnant brand. Although they are all famous celebrities from different industries, Jay-Z, Vera Wang and Serena Williams are strong figures to add personality to the vague and ambiguous idea of the "personal computer." The ad campaign is also unique because it avoids the vampire effect, so that the commercial focuses on the product itself rather than on the star. In fact, for the entire commercial, the viewer cannot see the star's face. This is an innovative marketing technique on the part of Hp in creating a way to draw upon the celebrity's star power without drawing away from the product itself.

In addition to this, the celebrity is effective in this ad campaign because of the associative benefits that are projected. This means that if the celebrity benefits from the product, then the consumer may be persuaded that the product will benefit him as well. Within the parameters of these three ads alone, the consumer is exposed to countless programs and activities which the Hp computer could be used for. Rather than just advertising the laptop, the ad directly publicizes its features, which contributes to the overarching marketing theme of how the individual can make the computer "personal."

Jay-Z, the "CEO of Hip-Hop," uses his Hp laptop to store his new song, photos of his Rockawear ad campaign and vacation photos. He'll use the computer to design the new Brooklyn arena for the New Jersey Jets with architect Frank Gehry, organize his world tour and track his investments.

Vera Wang, "Empress of Style," uses her Hp computer to save home videos of her daughter or to communicate with others, whether its receiving an email from a far-away place or searching on Google for information on people she's met. She downloads tracks to find the right music for her runway shows and to store photos of her beautiful, custom made wedding gown designs.

Tennis star Serena Williams, the "Belle of the Ball," uses her Hp computer to store photos of her tennis matches or to check out her competition. She listens to music, designs her new video game and fashion design with Nike, and video chats with her friends.

This ad campaign was a truly creative and innovative way to use celebrity endorsement. Not only does it strengthen Hp's brand image and rejuvenate the idea of the personal computer, but the commercial makes the viewer believe that they are credible users of the product.

Blonde Ads Gone Wrong

Each of these blondes: Paris Hilton for Carl's Jr. hamburgers, Jessica Simpson for Pizza Hut and Mary Kate and Ashley Olsen represent various flaws in celebrity endorsements. Paris Hilton was at the height of her popularity when this infamous Carl's Jr. advertisement was shot. In the highly controversial ad, Paris is donning a revealing bikini, while soaked in suds. While many stopped to watch Paris wash the car in the ad, it is clear that the ad has nothing to do with burgers, except that she bites right into one. While Paris Hilton guaranteed ensured attention, putting Carl's Jr. into the spotlight, this endorsement tactic was more damaging that beneficial. In fact, Carl's Jr. has become the burger brand that flashes nearly naked girls to sell their food. The vampire effect, where the star overshadows the brand, continues with Audrina Patridge of the MTV hit, The Hills, who has become Carl's Jr. next celebrity endorser.

Paris Hilton for Carl's Jr. Hamburger

Audrina Patridge for Carl's Jr.

Multi-brand endorsement also causes the celebrity to lose credibility. At the time, Hilton was also featured in ads for Guess/Marciano and Rich Prosecco Italian wine. She was also the face for her clothing, perfume and jewelry line, her own club and her television shows. This conveys a completely different strategy from A-list stars like Nicole Kidman, Brad Pitt or Harrison Ford, who rarely appear in ads, but when they do are effective. The limited use of celebrity faces within one or a few brands will ensure credibility.

Paris Hilton, GUESS

Secondly, Pizza Hut's choice of Jessica Simpson did not seem right at all. One of the reasons that companies seek to launch celebrity ad campaigns simply because they lack creative ideas. Not only is it highly unlikely that the celebrity consumed pizza from Pizza Hut, but there is nothing about Jessica that would logically link her to the food chain.

Jessica Simpson for Pizza Hut

Lastly, Mary Kate and Ashley Olsen clearly tarnished the effectiveness of the Got Milk? campaign, when Mary Kate was diagnosed with anorexia nervosa. While attempting to promote an image of health and wellness with the regular consumption of calcium, Mary Kate's illness undermined the meaning of the ad campaign. This is one of the liabilities of celebrity endorsements, when the celebrity's reputation is damaged after the ad campaign is launched.

Mary Kate and Ashley Olsen for Got Milk?