Adjusting the Consumer Crosshairs: the use of celebrities in automotive marketing

Isaac Black

This report looks at the use of celebrities in U.S. automotive marketing, and how they are used to connect with specific audiences and to leverage consumer engagement.

Adjusting the Consumer Crosshairs: the use of celebrities in automotive marketing

Isaac Black

The Martin Agency is currently running a campaign for the auto insurer Geico that features actual customers telling car-related horror stories alongside recognizable celebrities like Joan Rivers (watch it here on YouTube). Significantly, it is one of the few endorsements that doesn’t make the celebrities featured out to be heroes.

In fact, the celebrity-as-hero model is a time-honored tradition for automakers such as Ford, Lincoln and Cadillac, all of which are currently continuing the trend within both their...

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