Here is a public relations tip for brands that hire celebrities as “creative directors”:
The American public is just beginning to shake the awfulness of a recession that landed many talented and ambitious souls in the unemployment line; millions still yearn for jobs worthy of their hard work and skills.
So when your company decides to invent a job and then fill it with someone who doesn’t even need a job, you’re telling the public “We don’t understand you at all.”
We were surprised when Justin Timberlake accepted a role as Bud Light’s creative director to help the brand “… define Bud Light Platinum’s identity in the lifestyle space.” We like Mr. Timberlake. Though a huge celebrity, he seems like the kind of guy who would help you clean up after a party and crash on your couch.
He’s a regular on Saturday Night Live; he clearly has a sense of humor and a healthy sense of self-awareness. But now he joins the ranks of “people with ridiculous amounts of money who apparently need more money” that includes Alicia Keys (creative director for BlackBerry), Lady Gaga (creative director for Polaroid), and will.i.am (creative director for Intel).
What’s going on? What happened to brands hiring celebrities to appear in commercials and then calling it a day?