Johnny Depp commercial ridiculous
Tom Dougherty, CEO – Stealing Share
21 December 2015
You want to punch Johnny Depp in the face
Brands have used celebrities in their ads for ever believing it would raise awareness and meaning. So the Johnny Depp commercial for Dior Sauvage is nothing new.
I have mentioned many times that having your brand solely affiliated with a celebrity can be dangerous. Then, you are chained to the reputation of that celebrity, good or bad.
Most brands, however, just use celebrities in a one off, highlighting them in one campaign then moving on. Or you have a case like Nike, which simply sports an entire team of athletes that promotes its products and “Just Do It” mantra.
“More than that, the Johnny Depp commercial plays like a parody of a cologne ad. It has no internal logic (or at least a logic that would be understood and resonate) and is full of images from an album cover you’d never buy.”
The most recent example of a brand using a celebrity to increase its meaning is Lincoln and Matthew McConaughey. That campaign is tremendously effective because it shows Lincoln in a new light (that it’s cool). The campaign is so effective that the recent spate of ads needs no voiceover. Just McConaughey being cool in his Lincoln. (And sales of Lincolns have risen.)
The Johnny Depp commercial is laughable
The Johnny Depp commercial, however, is a similar attempt going wrong and is laughable in its execution. In it, Depp essentially drives down a highway, sees a buffalo, digs a hole in the desert and buries his jewelry in it.
The main problem is that Depp doesn’t have the brand equity that McConaughey has right now. He’s a fine actor, but the last time I saw him play a recognizable human being was probably in Donnie Brasco nearly 10 years ago. Since then, it’s been Fear and Loathing in Las Vegas, Sleepy Hallow, Charlie and the Chocolate Factory and Pirates of the Caribbean and many others.
More than that, the Johnny Depp commercial plays like a parody of a cologne ad. It has no internal logic (or at least a logic that would be understood and resonate) and is full of images from an album cover you’d never buy.
When Depp rises from his burial, posed like a hero in an apocalyptic western, you bust out laughing.
Like a lot of advertising, the Johnny Depp commercial is simply money wasted. Marketing cologne is not easy because the market is such a blend of similar styles that few resonate for any length of time.
Trying to copy the McConaughey Lincoln ads feels like an attempt to demonstrate Depp’s appeal, but it failed to make the product or the brand coveted.
Hardees brand Tom Dougherty, CEO - Stealing Share 19 November 2018 The tragedy of the Hardees brand What has happened to the Hardees brand? A few weeks ago, I wrote that the new ad from Carls Jr (Hardees western US partner) was simply an amusement for those at...
Walmart delivery Tom Dougherty, CEO - Stealing Share 15 November 2018 Walmart delivery idea represents a great opportunity Buried deep inside a report that Ford and Walmart delivery are teaming up sits an interesting tidbit. The service, now in pilot stage in...
RTW Retailwinds Tom Dougherty, CEO - Stealing Share 14 November 2018 A company changes its name to RTW Retailwinds? The women’s apparel retailer, New York & Company, changes its name to RTW Retailwinds. And I think the new name sucks.Greg Scott, Chief...