The Perfect Celebrity Endorsement

https://www.youtube.com/watch?v=xfgS1lvqX8I&feature=youtu.be

Yesterday Derek Jeter was trending on Facebook, and if you read my previous post “Sharing the #RE2PECT for Derek Jeter”, you would know that my emotional roller coaster is growing as I anticipate his last regular season home game next week. Coworkers told me I had to check out the video Gatorade produced, but I opted to hold out till in the privacy of my own home, where the flood gates opened.

Featured prominently as a hero image on the Gatorade website, the video has gone viral and for good reason. In an article by AdWeek, Molly Carter, Gatorade’s senior director of consumer engagement, explained that the ad is authentic. It shows Derek in true light – interacting with fans and addressing the city of New York, which he has called home for his entire career.

This collaboration between Derek Jeter and Gatorade is an example of a perfect partnership with a celebrity endorser. Too often we see brands trying to force the fit, news flash Brad Pitt, Chanel no. 5 is not the best scent for you. But Derek Jeter truly collaborated in this campaign, with Carter even noting that Derek picked the song for the clip and wrote the print ad that is scheduled to be included in the New York Daily News and Sports Illustrated at the end of this month.

So, when we start to think about the role of celebrity endorsers in our advertising campaigns, I think we should look at them and see if they fit the Derek Jeter model:

1. Will their personal life have a positive impact on my brand?
2. Do they hold the same values as our brand?
3. Are they true collaborators?
4. Will they be a brand ambassador?

If your answer to all of those questions is yes than I think you may have found the right fit, but if not it’s probably time to go back to the drawing board and look for someone who meets the Derek Jeter standards.

Derek, I’ll see you in New York!