WorldTempus Rant #9 - Watch Ambassadors - Do They Really Work?
Leonardo DiCaprio.LeBron James.George Clooney.Roger Federer.Maria Sharapova.Rafael Nadal.Diane Kruger.What do these all have in common, other than being famous people?They are all ambassadors for watch companies.Do ambassadors really work?Do people see the watch on the wrist of someone famous and go out and buy that watch?I'm not convinced.Sure, ambassadors can certainly raise awareness. When Tiger Woods was the most famous athlete on the planet, his use in TAG Heuer's ad campaign got a lot of attention, and may have made an impact in terms of sales.We know how that story turned out, though, don't we? Woods has definitely rehabbed his image a great deal since his infidelities surfaced and his marriage imploded, but he is nowhere near his peak as a spokesperson and ambassador.
Brand ambassadors are certainly a double-edged sword. There is always the possibility that they will do something stupid, crass or criminal, painting the company backing them with the same brush.On the other hand, if ambassadors didn't work, watch companies certainly wouldn't just be throwing away money on these celebrities with no return.I don't want to think that I am swayed by what a famous person likes or wears, but maybe I am influenced more than I care to admit? Perhaps I pay more attention to the watch that Brad Pitt is wearing, because I think that the TAG on his wrist must be serious, because he is wearing it.After all, today's society is very celebrity driven, with celebrity gossip magazines and TV shows and websites more popular than ever before. People seem to think that what celebrities do, say and wear is important.On the other hand, people are not stupid and they know that the celebrities appearing in ads for watches (and perfume, cars and every other product) are being compensated handsomely for it. This knowledge may dull the impact, but it must still be there. Subconsciously? Subliminally?
I am torn about the effectiveness and value of the celebrity endorser. I know that watch companies, in today's media world where people are bombarded with thousands of messages every single day, have to do something to stand out. Many companies subscribe to the "watch as hero" approach in advertising, where the ad is a huge picture of the watch. This works if you love the watch, but if you aren't convinced, you'll simply turn the page. An ambassador, especially a beautiful woman or a handsome man, might just get you to pause a bit longer on the page, to associate the watch with that person or that person's lifestyle, which your subconscious mind might factor into your decision to buy your next timepiece.What do you think? Have you ever bought a watch because of who was representing or wearing it?I'd love to hear what you have to say.
Watch Ambassador Quiz Match the ambassador to his/her watch company:
Leonardo DiCaprioZenithGeorge ClooneyJaeger-LeCoultreRoger FedererOmegaMaria SharapovaRolexNicole KidmanJaeger-LeCoultreLi BingBingTag HeuerSimon BakerTissotRafael NadalAudemars PiguetJohn TravoltaTag HeuerDanica PatrickLonginesEmmanuel ChriquiCitizenBrad PittBreitlingEli ManningBaume & MercierDaniel CraigAudemars PiguetNovak DjokovicRichard MilleHope SoloAudemars PiguetDaniel BerhnardtSeikoBubba WatsonAudemars PiguetJames GandolfiniGucciDiane KrugerOmegaLeBron JamesOmegaUsain BoltRichard MilleLeo MessiHublotRory McIlroyCarl F. Bucherer Felix BaumgartnerTag HeuerClive OwenKobold
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