Comedic Celebrity Endorsements
The Kenny Powers K Swiss CEO commercial features the 34-year-old McBride reprising his character from HBO's irreverent cult classic, "Eastbound & Down," and shows the washed up baseball star as the CEO of the company whose products he has endorsed since 2010. Kenny Powers decides to take the company in a new direction by enlisting the help of fellow athletes (UFC's Jon "Bones" Jones, WWE's Rey Mysterio, the NFL's Matt Cassell, and Hollywood trailer Jillian Michaels) to harass the company's employees and ensure that they are performing at their highest level.
The Kenny Powers K Swiss CEO commercial is a strictly online campaign and is airing now.
Implications - One of the best ways a company can create a lasting image in the minds of consumers is by featuring advertising with familiar characters that focuses solely on comedy, particularly through long-form online-only marketing. By enticing consumers to watch your advertising with entertainment in their mind first and marketing second, the company has a better chance of embedding product loyalty and information in the minds of consumers.