Do celebrities make a difference in advertising campaigns? Sure, people remember them. Sarah Jessica Parker was successfully annoying (no really, the ads were rated that, I'm not just saying it), and we could probably come up with a dozen more. And don't even get me started about Antonio Banderas playing the bee in Nasonex commercials.So what's the point of this random banter? Well, T-Mobile USA has stated that it will be removing stalwart ad lady Catherine Zeta-Jones from its commercials and marketing materials when her contract is up next year. The Wall Street Journal's Amol Sharma reports that in fact, you'll probably see her a lot less than you've been used to. Maybe she'll be relegated to her head in a little box at the end of ads, saying "Get More" and that's all. This is all in an effort to go "more man-on-street" for the company, apparently. First, Jamie Lee Curtis was the pitchwoman for VoiceStream, now known as T-Mobile, then CZJ hit the scene. Not a bad couple of choices, as far as celebrities go, but are we seeing a legit backlash to celebrity usage here, in that the company feels that Zeta-Jones isn't selling product or keeping the company top of mind? I'd say the latter shouldn't be the case, because if you ask just about anyone on the street, they'd recognize her from her association with T-Mobile, but "man-on-street" may be similar to how companies are realizing a more one-to-one communication method is more in line with relating to customers, rather than top-down communication.
It'll be different to see T-Mobile spots without her, but as our own Chris Thilk said to me this morning on IM, "most. useless. celebrity. usage. ever." That's not to say that he doesn't get that she's recognizable, more that she doesn't sell product. What will Alltel do now?









41. #15 Gee..I totally agree. I've been with T-Mobile for 5 years too. Never a problem, always polite to deal with. If you want loony-tunes sounds, fireworks, and gadgets ...this is not the company for you. And please..dont complain about the service..who really wants to hear your useless conversations while in a supermarket. As for Catherine..good luck. Change is always good.
Posted at 8:23AM on Sep 28th 2006 by Evita