Game, Set, Ad!
Mar 30, 2020
3 minutes
MANDI VAN DER MERWE
M&C Saatchi ECD
Using sports stars is much like using any other celebrity/influencer in a campaign — the real value is not their fame, it’s in their relevance. More important, it’s in their relevance to the idea. Too often brands just chuck a “name” at a project because it helps draw eyeballs. But the real value of endorsements is in the meaning they bring to a brand.
SCOTT HUEBSCHER
303 MullenLowe ECD
I think when it comes to using sports stars, the watch-out is the tendency to use athletes as
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