Around the world, the advertisers of television resort to Famous and Stars to persuade the attention or interest of the consumers and to provoke actions favorable to their brands.
But, does it really works?
Some people says it does, but others, such as David Ogilvy and his book "Confessions of an Advertising Man" claimed that the principal problem using this practice is that consumers usually remember the Famous but not the product.
An example is Davidoff's Cool Water perfumes. Two years ago they decided to contract Josh Holloway, who plays "Sawyer" in the acclaimed show LOST.
This is the commercial:
As Ogilvy says, who does remember Josh Holloway acting in a commercial, and who does remembers the name of the perfume?
As a LOSTie*, I will admit that I have though buying this perfume every time I watch this advertisement... but what about the rest of the people? do you really buy a perfume depending on the Famous that promotes it? Can you even say which Famous is promoting the perfume that you are normally using? Is it true that we do remember the Famous, but not the Product?
To be finnishing... the scriptwriters of LOST decided to use Davidoff's advertisement in a chapter as a "cameo". Concretly at the end of the 4th season. How many people remembered the name of the perfume when they saw this image?... probably not too many.
Does it means that Ogilvy was right?
*LOSTie: Fan of LOST, best TV show ever :-)