Celebs shilling anything from insurance to back pain relief is a joke unto itself. This concept harkens back to the days of Reagan pimping Chesterfield cigarettes, and when I was a kid, Bill Cosby promoting Jello. What could be more American than mixing our heroes with capitalism?
But this begs an important question: if a consumer actually believes Tiger Wood drives a Buick, do you really want to count this brain-dead prospect as a member of your target audience? Thankfully, I believe the numbers are dwindling, and that fewer Americans are falling for this nonsense. (Though I admit this trend doesn't apply to youth marketing for cereals and toys, nor may it ever affect the creepy deification of logo-laden racecar drivers by NASCAR Nation. But I digress.)
In short, I think people today are savvier consumers than ever before, and so the chasm between celebrity testimonials and credibility is widening. With that in mind, Kate Moss's recent de facto testimonial for nose candy, and the p.r. firestorm it created, inflicted far less damage on her brand roster than it would have even a decade ago, as consumers are slowly waking up to the truth: celebrities have nothing in common with us, and their testimonials are a sham. With no accountability exerted on the famous for their actions (see also: Barry Bonds, Hugh Grant, and the rapper of your choice), the brands that the rich-n-famous are paid to love are merely winning free press -- and reinforcing what we already knew: dirty laundry sells, and consequences are minor.
Now, do I encourage H&M to run to Winona Ryder as a Moss replacement? No, but anything short of murder these days seems tantamount to being 'cool' or at least 'rebellious' in the eyes of consumers and their growing indifference to immorality, and worse, classlessness.
Good news, bad news, no news -- with the message-barrage consumers endure daily, these three are more alike than ever, practically neutering the decisions made (good or bad) by anyone on a brand payroll in the court of public opinion.