Sometimes. A familiar face can make people stop and listen. But it’s not the only way, and it’s rarely the cheapest.
When it works
- The person fits the product. A credible link beats a big name. Viewers spot a mismatch instantly.
- You need attention fast. A known face can cut through in the first two seconds, which matters in a crowded ad break.
- You’ll use them everywhere. The fee makes more sense if they also front your social, website and press.
What it really costs
The fee is only part of it. There’s usage, which depends on where and for how long the ad runs. There are agents, schedules and approvals. And there’s risk: if your ambassador ends up in the news for the wrong reasons, your campaign comes off air.
Some celebrity-led ads also face extra Clearcast scrutiny, for example on claims about the product or in categories with rules about who can appear.
The alternatives
- Real customers. Honest testimonials are believable and cheap. They need to be genuine and their experience typical.
- Experts. A surgeon, an engineer, your own founder.
- A good presenter. A skilled actor or presenter can carry an ad without the celebrity price tag.
- A strong voice. The right voiceover does a lot of the work.
Our view
Spend on a famous face only if it makes the idea better, not as a substitute for one. For most response campaigns, a clear offer and a credible messenger beat a big name.