Social Security Administration Sees Stars
February 1, 2010
(Chubby) Checker is the latest star in a series of celebrity-studded Social Security public service announcements that have come out over the past year, most of which feature actress Patty Duke.
I warn against nostalgia because it’s almost always a disaster when used in most advertising campaigns. And I don’t believe employing a celebrity spokesperson is usually a good idea. From Harris Interactive:
CELEBRITY ENDORSEMENTS THAT ARE MOST PERSUASIVE
But Chubby Checker is fine. He represents innocent times. And it’s a public service announcement. Very few people are going to say to themselves, “Gee, I wonder if Chubby is getting the big bucks to push this product/service on me. He probably doesn’t even use it. I’m no sucker! Just because he’s a celebrity I’m supposed to believe him?”
The spot is simple, with a simple message. It works.