Footlocker humorously uses forgettable c-list stars to promote the company's unique product lines. The commercial starts out with two basketball players talking about the need to stand out: Draymond Green who currently plays for the Warriors and old school NBA player Horace Grant -- neither men have the type of star power some of their counter parts do. The commercial might go over some people's heads if they don't follow basketball until singer Michelle Williams joins the conversation. She seems to have no issue being considered a forgettable celebrity when she has to remind both men that she was a part of the famous all-girl r&b group, 'Destiny's Child.'
It seems shocking that advertising agency BBDO was able to recruit celebrities to use their low-level fame as the focal point of the ad. Through the use of c-list stars, Footlocker is able to get the message across that everyone needs to make sure they "stand out" by purchasing its products.
Key Themes Behind This Trend
- C-list Celebrity Marketing
- A trend of using c-list celebrities in advertising campaigns to create a humorous and relatable message.
- Humorous Advertisements
- Humor is becoming a popular strategy in advertising to capture audience attention and engagement.
- Product Personalization
- Brands are promoting the idea of standing out by offering unique and customizable product lines.
Where This Applies
- Sporting Goods Retail
- Sporting goods retailers can leverage c-list celebrity endorsements to create authentic and relatable marketing campaigns.
- Advertising and Marketing
- The advertising industry can embrace humor as a disruptive innovation to differentiate campaigns and increase customer engagement.
- Fashion and Apparel
- Fashion brands can explore product personalization options to provide customers with unique and standout clothing choices.
