When looking for an ad to use this week I was trying to find something that involved celebrities. I’ve noticed that almost every single ProActiv commercial has a celebrity endorsing the product. These celebrities range from Lindsay Lohan to to Puff Daddy. All of these celebrities say how ProActiv has done wonders for their skin. Since they are always in the limelight they need something that keeps there skin clear and spot free.
One thing that Ogilvy talks about is the importance of celebrity endorsement. He discusses how people see the celebrities and recognize their presence in everyday life. If a person knows that celebrities use a product they may be more likely to want to use the product themselves. The ProActiv commercials do a good job of this because they not only show the celebrity but they also show a before picture with the face covered in acne. This gives the audience a better sense of how ProActiv works.
One other thing that Ogilvy discusses is how it is important to use people of the same sex to attract the audience. It is seen that people enjoy seeing people of the same sex because they feel like they can identify with the person in the commercial. ProActiv uses both men and women in their commercials, which attracts everyone to the use of the product.
By using very famous celebrities of both sex, ProActiv has created a large client base. By following the simple guidelines that Ogilvy set out the advertiser can create the best commercials possible.
