Learn how a celebrity endorsement can help or hurt your brand’s reputation with examples from American Eagle, e.l.f. cosmetics, Dunkin’, and Nike.
Celebrity endorsements gone-wrong
Brands whose celebrity partnerships went above and beyond
What to consider in your future partnerships
Did you know that 50 percent of brands rely on celebrity endorsements or spokespeople for their products and services to make an impact in a crowded marketplace? Having a familiar face in your marketing campaign can show consumers the credibility of your brand, increase trust, and improve their brand recognition and recall.
Whether you’re looking for someone to be the face of your next commercial or represent your brand on social media, it’s important to choose someone with influence, integrity, and alignment with your values and target audience.
Recently, we’ve seen multiple examples of celebrity endorsements with negative impacts—from American Eagle’s “Sydney Sweeney Has Great Jeans” to e.l.f. Cosmetic’s “Affordable Beauty Attorneys.” Keep reading to learn more about the impact of these campaigns. We’ll also highlight two great examples of celebrity partnerships and what you should consider when developing your own campaigns.
Actress Sydney Sweeney is known for her roles in HBO’s Euphoria and romantic comedy Anyone But You. Over her years of acting, she’s earned an interesting reputation from consumers—while some praise her for her talent and success, many criticize her for taking roles where she is considered a “dumb blonde.” Her advertisement with American Eagle wasn’t the first time she’s faced controversy this year; just a few months ago, Sydney partnered with Dr. Squatch to release a bar soap made with “her actual bath water.”
Despite this controversy, which Sydney deemed “hypocritical,” American Eagle decided to work with the actress on their latest campaign. The 30-second advertisement takes an anti-ad tone, where Sydney starts out in all denim in a neutral room saying “I’m not here to tell you to buy American Eagle jeans.” The intended humor of the ad is the homophone of jeans and genes, which as a comparison isn’t problematic. However, many consumers found that Sydney, a blue-eyed, blonde-haired actress saying she has great genes could be a reference to eugenics, “the theory that held humanity could be improved through selective breeding for certain traits.” The line people found most troubling was: “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue.”
Many consumers argued that this partnership didn’t match the brand’s values and mission. Body positivity and diversity are a huge value of the American Eagle brand, which often comes through in their advertising, marketing, and modeling. To many, its focus on inclusivity, individuality, and self-expression were not represented in this campaign.
e.l.f. Cosmetics’ most recent campaign starred controversial comedian Matt Rife alongside drag queen Heidi N Closet, in which they acted as attorneys defending clients against expensive beauty products. Some fans of e.l.f. didn’t see the comedy the brand intended with this sketch, with many calling out Matt Rife’s repeated history of making jokes about domestic violence—including during his latest Netflix special.
The brand came out with a statement that its intention was to reach Matt Rife’s audience, which is 80 percent female and 75 percent under the age of 34. While this target demographic is accurate, consumers questioned why this beauty brand—which is devoted to uplifting women—would partner with a celebrity with his controversial past.
While both e.l.f. Cosmetics and American Eagle issued public apologies expressing the intentions of each campaign, consumers already had a bad taste in their mouth, with calls to “cancel” both brands spreading across social media.
While two recent celebrity partnerships missed the mark, two other companies have found the perfect face for their brand—Dunkin’ with Ben Affleck and Nike with Michael Jordan.
This partnership debuted in Dunkin’s 2023 commercial for Super Bowl LVII, which featured Ben Affleck working the drive-thru.
But the partnership didn’t end there—Ben Affleck continues to be a loyal Dunkin’ partner. He cofounded a production company with close friend Matt Damon called “Artists Equity,” with which he conceptualized and directed the popular “Dun-King” commercials for Super Bowl LVIII and LVIX.
Dunkin’ lovers are largely based in New England, and Ben Affleck’s origins in Boston make him that much more relatable and suitable for the northeastern vibe that the coffee brand exudes. Since the partnership began, Ben has been caught by paparazzi on several occasions enjoying a Dunkin’ coffee and the brand has released Ben Affleck-inspired meal deals.
Nike’s partnership with Michael Jordan is likely one of the most popular celebrity endorsements we’ve seen. They first came together in 1984 and have enjoyed a mutually beneficial relationship ever since.
The “Air Jordan” brand launched in 1985, and they quickly became more than just sneakers, but a fashion symbol and a cultural phenomenon. Michael Jordan’s impressive athleticism and fame in the basketball world and beyond made him the perfect representative for Nike, a brand whose mission is “to bring inspiration and innovation to every athlete in the world.” He’s an example for young athletes, creating the Black Community Commitment to fight for equal opportunity and equal justice. Air Jordan continues to be one of the most popular shoe lines on the market as Nike’s relationship with Michael Jordan continues to grow and flourish.
As if this partnership wasn’t successful enough, there was actually a movie made about it in 2023 called “Air.” Speaking of Ben Affleck, he directed this film which highlighted this “game-changing partnership” and how it’s flourished over the years.
Whether you’re producing a commercial with a celebrity endorsement or choosing an influencer to partner with on social media, here are some things you should consider to ensure a valuable partnership:
Celebrity endorsements and influencer campaigns can be a powerful tool to cut through the noise, but only when they’re executed thoughtfully. The difference between campaigns that resonate and those that backfire often comes down to doing your homework: understanding not just the numbers, but the nuances of both your chosen spokesperson and your audience.