02 February 2010

It’s Easier Than Learning The Twist!

imageA good piece by Emily Brandon of U.S. News & World Report (and not only because Yours Truly and Brent Green are quoted):

Social Security Administration Sees Stars
February 1, 2010
image (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:



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.

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