Barbara Lippert's Critique: Celebrity Harmony

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In these days of ad-skipping, how do you make a spot seem bigger, more important and significant? One definite trend is to load it up with celebrities. The cavalcade-of-stars approach perhaps conveys the Hollywood version of gravitas-celebritas.

But handled correctly, it’s the opposite of old-fashioned: The idea of “selling out” has been moot since about 1980, so even cool celebs are more than willing to appear, especially if the copywriters make them seem cleverer than they actually are.

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