When Does a Celebrity Hit the Oversaturation Threshold for Advertising?

Agencies advise against stars trying to be everything to every brand

Learn the ins, outs, dos and don’ts of creator marketing at Social Media Week Europe this 10–11 October in London. Register for your in-person or virtual pass.

Was that Kevin Hart in another ad? What was he hawking this time? Is that Melissa McCarthy again, and what’s she selling? How many times can I see Peyton Manning in ads before I zone out completely?

Using a celebrity in an ad can be a boon to a brand and agency, with facial and name recognition bringing in new consumers. But when is enough enough, already? Some celebrities are overused by the marketing world, and it can be more of a distraction than a bonus if that star is spread too thin.



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