Game, Set, Ad!

MANDI VAN DER MERWE

M&C Saatchi ECD

Using sports stars is much like using any other celebrity/influencer in a campaign — the real value is not their fame, it’s in their relevance. More important, it’s in their relevance to the idea. Too often brands just chuck a “name” at a project because it helps draw eyeballs. But the real value of endorsements is in the meaning they bring to a brand.

SCOTT HUEBSCHER

303 MullenLowe ECD

I think when it comes to using sports stars, the watch-out is the tendency to use athletes as