Joan Collins and Stephanie Beacham as the new faces of Snickers

In yesterday’s article I discussed the wisdom and motivation of brands like Fiat and Burger King choosing famous faces like Jennifer Lopez and Clive Owen to front their products. Is this part of a carefully thought out strategy, or is it just a senior brand manager creating an opportunity to meet their favourite stars?

The J-Lo/Fiat relationship is brash, clumsy but the gamble appears to have paid off. As far as Burger King is concerned, one can only assume that either there were some big Clive Owen fans at BK HQ – or maybe Owen really likes a flame-grilled Whopper. I wonder if they approached Daniel Craig first?

Joan Collins, Stephanie Beacham and Snickers

After a few years with the A-Team’s Mr T fronting the brand, Snickers have swapped brawn for glamour and enlisted the help of Joan Collins. Apparently, despite being famous for her trim figure and age-defying good looks – Joan likes a Snickers and struggles to control her cravings for the peanut-packed chocolate bar.

It’s a ridiculous paring of course, which for a piece of TV creative works brilliantly. There’s no cerebral strategy of genius insight at work here – not that you need them when you’ve got the high camp of Joan Collins and Stephanie Beacham evoking their days on Dynasty.

See the ‘making of’ of the TVC here: 

 

Little Britain and Nationwide

When David Walliams and Matt Lucas, the stars behind the popular anarchic comedy show Little Britain appeared in a campaign for Nationwide, it should have been a golden opportunity for the high street building society to connect with its customers through humour.

But although the ads are funny, that is assuming you find Little Britain funny, they were little more than weak imitations of the show itself. Worse than that, it made the employees of Nationwide the stooges for Lucas and Walliams jokes. Nationwide was not only appeared to be mocking itself, it was mocking its staff. How are consumers supposed to trust a brand that appears more concerned with having a laugh than looking after its customers finances?

 

Fortunately, the Little Britain campaign has been sent packing back to Blighty, and Nationwide has dropped the idea of using famous faces. In their place? One of the most beautiful and charming bits of TV creative you’re likely to see this side of a John Lewis ad (well done 18 Feet & Rising). Proof that celebs don't always sell, and using them as a creative cheat can work against you.