At its very basic core, successful PR and Marketing is simply telling an attractive story about a brand -- finding that unique element of a product or company and owning a space within its sphere by focusing on its appeal to consumers.
You, as a marketer, can tell the story yourself, or make a deal with a trusted figure to tell the story for you; pay someone with mass appeal to state things -- facts or opinions -- about a product, and bank on that person's star power to equate to credibility, truth and ultimately sales.
This is nothing new -- in the late 1800's, Coca Cola hired Music Hall performer Hilda Clark to be its first celebrity spokesperson. Since then thousands of brands have aligned with thousands of people to pitch their products to the masses.
"I dare you to knock this battery off of my shoulder."
Robert Conrad was a bad ass in the 70's. Ever Ready Batteries capitalized on his reputation by coming up with this...
https://www.youtube.com/watch?v=lr-oLQgvcuk
Reggie Jackson was baseball's bad boy. Clark candy didn't just affiliate with Reggie. Clark turned the spotlight away from itself and created the Reggie Bar; a sub-product that allowed Clark to catch the reflective glare from the white-hot spotlight that was constantly shining on the Yankees star.
And now, nearly forty years later, just like Reggie and other Yankee legends before him (Joe DiMaggio - Mr. Coffee; Mickey Mantle - Yoo-Hoo, Miller Lite, Viceroy cigarettes(!); Yogi Berra - Aflac) it is Derek Jeter in the spotlight.
This approach though, is something much different... something much more in line with content marketing in which the consumer is not hit over the head with benefits of goods or services. Instead, the viewer is expected to associate the prestige of Derek Jeter with a brand he represents -- in this case, Gatorade.
The Jeter ad doesn't pitch a product. Doesn't even mention a product. In fact, the "spokesman" barely speaks. The Jeter ad banks squarely on the legend of Derek Jeter. He's neither bad ass like Conrad nor bad boy like Reggie, but his appeal is undeniable.
Without a single scripted word, the ad invokes qualities like greatness, honor, loyalty, commitment, dedication, purpose. The focus of the ad isn't even Jeter himself -- it is the reaction of the masses to Jeter's very presence. It cleverly and beautifully tells the story of a life well lived, adulation well deserved and a sterling reputation well earned. He is admired, exalted and beloved.
If you haven't seen it -- it is definitely worth the 90-seconds it takes to watch it.
https://www.youtube.com/watch?v=xfgS1lvqX8I
The lesson for brands; choose your affiliations carefully. Tell their stories thoughtfully. The right combinations done properly can be invaluable.
