I was watching a Kia commercial featuring Blake Griffin of the Los Angeles Clippers, and I thought to myself, wow he is one un-charismatic spokesperson. What are advertisers thinking when they choose such boring celebrity spokespeople?
Griffin endorses Kia, AT&T and Subway, among others. That’s odd to me, since Griffin is not even a fan favorite; for example, his jersey is not even in the top 10 most popular, according to the NBA.
Remember, there are criteria for picking a celebrity spokesperson. First, they have to be credible, and I highly doubt Griffin is. For example, what does he really know about Vizio products? Why isn’t he endorsing more athletic apparel?
There also has to be brand compatibility, and it seems unrealistic that Griffin would ever drive a Kia or eat at Subway in real life. The only criteria he fits is attractiveness, and that’s because he’s a good basketball player. However, his robot-like personality diminishes that attractiveness.
Think Michael Jordan, Kobe Bryant and Lebron James. They were good athletes and they were charismatic. These aforementioned brands should have spent the money on somebody else.