How to use celebrities in ads: UK Holiday Edition

I’m a Celebrity … Let Me Sell Your Things!

To misquote Yoda, “Begun the denim wars have.” It’s a spectacular clash of celebrities and blue jean brands the likes of which the world has never seen. Speaking of celebrities … 

Welcome to How to Use Celebrities in Your Ads: UK Christmas Edition!

“Hang on,” you might reasonably interject, “I know how to use celebrities in ads. You hire Snoop Dogg and let him do his thing. Unless it’s a Super Bowl ad … then you hire Snoop Dogg, Sidney Sweeney, Jennifer Coolidge, Nick Offerman and Mr. Beast, and let them do their things.”

Yes, that is one way to go about it. Here’s the problem: Celebrities can be effective, but only if they’re used in the right way.

Okay, so UK Christmas ads are some of the best ads in the world by a country mile. Or a country kilometer. They’re emotional, sweet, funny, joyful, hilarious, awe-inspiring, etc. Not all of them are great, of course, but UK brands tend to take really big, really smart, really fun swings at Christmas.  

Some of you are ride or die Dawn French stans. Maybe you loved her as Geraldine Granger in “The Vicar of Dibley” or as a judge on “RuPaul’s Drag Race UK” or as Thurlbury busybody Maggie Cole in “The Trouble with Maggie Cole.” She’s an actor, a comedian, an author, a national treasure, a celebrity.

Or maybe you’ve never heard of her. That’s fine. She’s probably never heard of you either.  

For the past five years, retailer and grocer Marks & Spencer (M&S) has featured Dawn French in their Holiday ads for M&S Food. Are they fun, playful and joyful? Yes. Are they fantastic examples of how to use a celebrity? Absolutely. 

Since 2021, French has voiced the M&S Food Christmas Fairy. The ads work, not because she is famous, but because Dawn French is very, very, very good at what she does.

In this ad, the Christmas Fairy accidentally drops her wand and brings Percy Pig to life. Percy Pig happens to be voiced by Tom Holland (“Spider-Man: No Way Home”). It’s very cute. Again, you don’t have to know anything about Tom Holland. You don’t have to recognize him. He’s just here doing some good voice acting. 

In the 2022 ad, the Christmas Fairy accidentally brings a ragged, stuffed dog toy to life. Hilarity and cuteness ensue. If you recognize the actor who voices Duckie (Jennifer Saunders from “French and Saunders” and “Absolutely Fabulous”), great. Otherwise, the ad stands nicely on its own. 

The following year, the Christmas Fairy rescues a pair of adorable reindeer mittens from a snowdrift. Voiced by Ryan Reynolds (“Green Lantern,” “Two Guys, a Girl and a Pizza Place”) and Rob McElhenney (“It’s Always Sunny in Philadelphia,” “Welcome to Wrexham”), the mittens recount the sad tale of how they were left behind in the snow. 

Wait! Ryan Reynolds is in an ad that’s not for Mint Mobile? Strange but true. The ad is funny and adorable, and Reynolds brings his trademark snark to the whole thing. It’s great. 

In 2024, the Christmas Fairy finally meets the real Dawn French and helps her get ready for a last minute party.

There’s a 2025 ad, too, but a.) you get the idea and b.) it falls a little flat. Anyway …. 

So what makes this particular celebrity ad campaign so great? It doesn’t need celebrities for it to work … just great actors. With or without Dawn French, these are beautifully crafted ads. Dawn French is the delightful icing on a brilliant Christmas cake. 

Also, over the years, Dawn French has become a distinctive brand asset for M&S Food. When people in the UK see Dawn French in a Christmas ad, they know immediately which brand the ad is for. Consistency breeds familiarity, which breeds contentment. And that? Is precisely what you want. Of course, that can happen with unknown talent as long as you use the same talent over and over again. 

On the other hand, Kevin Hart (for example) will endorse pretty much anything, which is wonderful if you’re Kevin Hart. But when we see Kevin Hart in an ad, it could be for anything, which is the opposite of what you want.  

Of course, the opposite of a great ad that works with or without a celebrity is a great ad that only works with a specific celebrity. Jason Bateman in State Farm’s fantastically fun “Bateman vs. Batman” ad is a brilliant idea, but you need to know who Jason Bateman is for it to work. 

Celebrities need to make sense. As a dad and one of the greatest basketball players of all time, Giannis in a Huggies campaign absolutely rules the Earth. 

So what does this mean for you? 

If you’re thinking of hiring a celebrity for your campaign, make sure you know why you’re hiring them. “Because they’re famous” isn’t good enough. Have a big idea and harness what makes that particular celebrity great. 

Ask yourself a few questions … 

• Would the campaign work just as well with talented but unknown actors/performers?
• Is this an exclusive deal, or does your celebrity endorse anything and everything? 
• Can you get them for a multi-year campaign, or is this a one-off?
• Is there a fun story to be told? 
• Is there a connection between the celebrity and the brand? If not, should there be?
• Do the celebrity and the idea work together to elevate the brand? Or are we simply lining a famous person’s pockets?

Was this just an excuse to watch some really fun UK holiday ads? Uh …

No and no. Okay, yes. 

Happy Holidays! All the best to you and yours. We’ll see you next time!