Star
Athletes In Commercials
Sometimes using a
star ex-athlete can be effective, and sometimes embarrassing. If you are paying
that much money for a star athlete to attract attention to your product, the
commercial better be one that will be remembered for his or her contribution to
the situation.
Take Joe Montana,
for example. His use in a Pappa John spot for a free pizza makes him seem
silly, and doesn’t contribute anything. But his appearance in an A&T spot,
along with three other big-name athletes, uses him to advantage.
The other
ex-football players have each won the Heisman Trophy for being the best college
player. As they brag about that by posing in the “Heisman” pose, Joe, who is
sitting by watching quietly, slowly raises his hand to reveal a Super Bowl ring
on each finger as he says, dryly, “What an accomplishment”.
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