Competitive Edge - Sports & Entertainment Marketing News

The Best Super Bowl Advertising Strategy Doesn’t Require a Celebrity Spokesperson


Celebrity spokespeople can be an asset to a business–but when it comes to ads, they may not be a brand’s best option.

Click here to read the story at

Discussion Questions:

  1. What is celebrity endorsement?
  2. What is the difference between celebrity endorsement and influencer marketing?
  3. Why do you think businesses and brands want celebrities to endorse their products and services?
  4. Can you think of a Super Bowl marketing campaign that features a celebrity spokesperson this year?
  5. How might that celebrity help the brand to achieve its campaign goals?
  6. What is a brand character?
  7. Can you think of an example of a brand character?
  8. How can brand characters help with branding?
  9. Why might a company want to use a celebrity in commercials rather than a brand character?
  10. According to information from this news story, which Super Bowl ads scored better when it came to consumer appeal, brand recognition, and commercial impact based on a recent survey; commercials with celebrities or commercials with brand characters?
  11. Which converted more in sales?
  12. Why do you think more companies don’t use brand characters or mascots in their advertising?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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