Why are celebrities suddenly doing commercials?
The modern comeback of star power in advertising
(By Carmichael Phillip)
The Resurgence of Celebrity Endorsements in the Digital Era
In recent years, we’ve witnessed a notable uptick in A-list and familiar faces appearing in commercials—something once seen as lowly or beneath “serious actors.” Now, celebrities from blockbuster films, streaming series, and pop culture seem to be everywhere: in ads for skincare brands, mobile games, streaming services, insurance, fast food—you name it.
This resurgence is not random. On one level, brands still value the attention gravitational pull of a celebrity. Research suggests that a known face can help grab viewer attention and even increase the likelihood of a purchase, compared to ads using unknown actors.
But more than that, the media environment and celebrity economy have shifted. In a fragmented marketplace where eyeballs are constantly being pulled across digital platforms, brands are leveraging star power to break through the noise. A celebrity in a 15- to 30-second spot carries pre-existing recognition, associations, and social currency.
Still, the presence of celebrities doesn’t guarantee success. A 2025 analysis of more than 4,000 U.S. ads found that around 25 % of ads contain celebrities, yet their average effectiveness (measured by impact on sales) was essentially no better than ads without celebrities.
So why do it? Because the upside is big if done right—and the risk feels manageable.
Economic Pressures and Shifting Revenue Streams
One driving factor behind the shift is economics. The entertainment landscape has fractured. Theatrical releases, streaming deals, residuals, and brand partnerships are all juggling more complex revenue shares. Meanwhile, even big-name actors don’t always have stable, high-paying roles in a given year.
Commercial endorsements can help fill in the gaps, offering relatively short-term, financially lucrative, and lower-risk gigs. In particular, certain categories—mobile apps, games, lifestyle products—are flush with marketing budgets and actively seeking big names to stand out in crowded ad channels. As noted by Pajiba, celebrities are everywhere in mobile game ads these days, sometimes in what seem like extremely odd or unlikely pairings.
Moreover, some celebrities may now view commercials less as a fallback and more as a strategic part of their brand building. Rather than a stigma, doing the right brand tie-in can extend visibility between film/TV projects.
Attention Economy & Brand Differentiation
In the current media ecosystem, capturing attention is worth paying a premium. With ad blockers, DVR skipping, and short attention spans, advertisers need shortcuts to break through. A celebrity can provide that shortcut.
When a brand pairs a known public figure with a campaign, the celebrity can act as a built-in “hook.” The viewer sees the face first, then (ideally) processes the product message. Because brands battle not only for attention, but for memorability, celebrities offer a way to make an ad more “sticky.”
That said, brands must guard against what marketing professionals call the “vampire effect” — where the star overshadows the product (so people remember the celebrity, but not what they were selling).
Ultimately, effectiveness often depends on how well the celebrity fits the story, aligns with the brand’s identity, and is integrated into the narrative. According to Zappi’s 2025 study, celebrity presence adds distinctiveness, but does not automatically improve sales metrics; the alignment matters.
Changing Perceptions: From Shame to Strategy
Historically, some actors avoided commercials to protect a cachet of “seriousness” — commercials were sometimes viewed as too transactional or too promotional. But that stigma has eroded significantly.
Many high-profile actors now openly endorse brands or appear in ads, even during big events (e.g. Super Bowl). This normalization reflects a broader acceptance of brand‐partnership work as part of an actor’s career rather than a side hustle.
And with social media amplifying every move, actors now engage audiences via digital advertising, brand campaigns, and endorsements in tandem with film/TV roles. The lines between entertainment and advertising are blurrier than ever.
Celebrity Ads in 2024 and 2025: Illustrative Examples
Here are some recent celebrity-driven commercials to show how this trend is manifesting:
Michael Cera starred in a CeraVe skincare campaign, playing up playful absurdity while promoting a personal care brand.
Jeff Goldblum appeared in an Apartments.com spot, leaning into his quirky persona to add flavor to a real-estate ad.
Jennifer Aniston, David Schwimmer, Usher, David Beckham and others featured in a multi-star Uber Eats commercial in 2024, showing how brands are layering multiple celebrity touches to boost campaign salience.
In the 2025 Super Bowl, Martha Stewart and Charli XCX teamed up in an Uber Eats ad, channeling TikTok trends and surprising star pairings to generate buzz.
These examples reflect a few patterns:
Cross-genre mashups: actors, singers, personalities crossing into unexpected categories.
Narrative or entertainment framing beyond simple testimonial.
Use of social media or viral trends as part of the concept (e.g. TikTok, memes).
Risks and Pitfalls of Celebrity Endorsements
Celebrity tie-ins are not without danger. Here are some key risks:
Overshadowing: The celebrity becomes the only remembered element, leaving the brand lost.
Scandal spillover: If a celebrity falls into public disfavor, brands can suffer by association.
Mismatch in values: If the celebrity’s persona misaligns with the product or brand identity, the campaign can feel inauthentic and be rejected by consumers.
Diminishing returns: As more brands use celebrities, the novelty factor declines. If every ad shows a familiar face, they cease to stand out.
Cost vs. ROI: Celebrity deals tend to be expensive; the extra cost only pays off if the boost in awareness and conversion exceeds what a lesser-known influencer or creative campaign could achieve.
In short, the choice to use a celebrity must be tactical, not just flashy.
Are Celebrities Worth It? The Data & Context
Despite the hype, data suggests celebrity presence is not a guaranteed amplifier. As mentioned earlier, the average effectiveness of ads with celebrities is similar to those without.
Still, studies in psychology do find that celebrity presence can increase purchase likelihood slightly, even when visual attention does not shift toward the product.
So the calculus is subtle:
For smaller brands or products, the cost of a major celebrity may be prohibitive.
For large brands with broad reach and big budgets, celebrity endorsements may make more sense as one component of a multi-channel campaign.
The creative execution, story integration, and authenticity often matter more than the name.
As branding strategist firms often note, the celebrity must make sense in context—not feel shoehorned.
Looking Forward: The Future of Celebrity Commercials
The use of celebrities in commercials will likely continue—but evolve.
We’ll probably see:
More influencers / hybrid stars: Social media personalities with significant followings may blur further with traditional celebrities in ad work.
Micro-celebrity endorsements: To avoid high sticker costs and risk, brands may pivot toward smaller, niche stars with engaged followings.
More narrative and brand integration: Celebrities won’t simply appear — they’ll be woven into storytelling and multi-platform campaigns.
Virtual or AI duplicates: As generative technology advances, we may see AI or hologram versions of celebrities appearing in ads, extending endorsements beyond physical appearances.
Greater scrutiny of alignment and authenticity: Audiences are more sensitive to mismatches. A celebrity endorsement is more effective when there’s a believable connection or genuine enthusiasm.
In short: the celebrity commercial has transformed from a one-size-fits-all tool to a nuanced strategic choice.
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