Who wants to hire the celeb?

By Benedict Matjiu

After months of worn-out adverts punting soccer deals, owners of companies doing own voice-overs and endless tweets of self-promotion, I find myself asking has “underground” become the new above-the-line?

Noah (CEO of Cell C), Eugene Khoza (Mr Nedbank), Kagiso Lediga (CEO of Nando’s). The big names in South African comedy are really making strides from stage to the tube to talking magazines.

Coincidence or trend?

Using celebs and sports stars to promote one’s brand is old news, MJ (no the other one) Michael Jordan was one of the many faces of Nike, alongside Tiger Woods, Roger Federer, Oscar Pistorius and the list goes on.

Now there seems to be a new era in brand ambassadorship. Firstly the selection of these people is targeted differently; brands have chosen individuals who are famous but famous for being different or controversial or impactful in their field. These are prominent figures that have the ability to arouse a disparate curiosity in their fans and followers. Secondly, these celebs are no longer being used as ambassadors in the true sense of the term but rather have been “employed” by the corporations.

Locally, the trend was started with the hiring of Cell C CEO Trevor Noah, where he was instantly promoted to the role of customer excellence officer. A position that was not voted for by anyone I know but then again, who am I? Just another customer I guess.

This tactic, if I may call it that, has not been limited to South African corporations.

Lady Gaga was recently appointed as creative director of Polaroid … then a few weeks later the stylin’ and funky mover Will.I.AM (of Black Eyed Peas fame) was given the position of director of creative Innovation at Intel.

Why have they done this you ask? Well my search for that answer continues. Maybe the product or service gains more credibility and popularity when the celebs are in fact employees, rather than external spokespeople being paid to say stuff they don’t particularly believe in.

Perhaps if they were employees we would assume they applied for the positions (as unlikely as that may seem) which means they would have a vested interest in what the brand ultimately stands for. Personally I believe this marketing move has positive and negative aspects; positive in that it’s a different angle from what other corporations are attempting and possibly failing to do.

The credibility gained must be like no other, “A celebrity who wants to work for us? This is unheard of”. Who wouldn’t want to own a product from a brand who has just hired my ultimate celeb or hero?

The flip side is that the brand endorser risks shooting themselves in the foot, as many will agree Noah has done, and thus shooting his “employer” in the foot in the process.

For those who didn’t know, Mr Noah was on a climb to success that was unrivalled to say the least; he was Mr A-List comedian, the headline act, the cocky but clever guy who would MC at top SA events and still does so with a cheeky smile.

Granted many people only know him as the CEO of Cell C and nothing else but surely that will be his downfall and Cell C’s for that matter. What will happen six months down the line or 12 months or even two years? Will he be “fired”? Will he choose to leave because his work will have been done and greener pastures are beckoning?

By greener pastures I’m in no way referring to Vodacom but you never know.

As smart as this tactic may seem at first I believe it is heavily limiting and would take a class act to break away from the role. An example of this would be child actors who make it so big when they are 10 that no one can take any of their post-puberty work too seriously.

The year is young and these new employees will be watched and listened to carefully. Like a hawk.

Benedict Matjiu is a brand consultant at The New Black.