According to statista.com, Brazilians are the most responsive to celebrity endorsements. 46% of Brazilian consumers buy a product based on such an ad, according to a survey conducted in 2023. Brazil is followed by Nigeria and India. The United States, with 22% of consumers, is roughly in the middle of the world ranking, with Poland reaching the same figure. The UK has 21%, Germany 20%, and the Czech Republic is the very last country on the 54-country ranking with 6%. Interesting, isn’t it?
The actor as a lifestyle role model
In advertising aimed at men, a male actor can embody qualities such as strength, determination or a sense of adventure, career or success, whether financial or with women. He can serve as a model for a lifestyle that the target audience will want to approximate. Ideal products to reach consumers in this way include cars, sports equipment, fashion and footwear, technology, alcohol, shaving supplies or financial products - from insurance to banking services.
But that doesn’t mean that a male actor can’t work for women. But there are other qualities to bet on, such as the idea of the ‘ideal man’, romance and masculine charisma. A male actor will be the ideal influencer in advertising for women when it comes to family life, fashion and entertainment products. He can impress women not only by his physical attractiveness but also by what he embodies in the context of the advertising campaign. The use of a charismatic man in ads for women can be extremely effective if his character (as perceived in film roles) is consistent with the values and emotional focus of the product. In ads targeting a female audience, a male actor can ideally complement the story and evoke an emotional response to support the purchase decision.
Let’s take a look at the different male types in advertising.
Ben Affleck as Dunkin’ Donuts rapper
Ben Affleck and his wife Jennifer Lopez appeared in a Super Bowl ad for Dunkin’ Donuts. Ben Affleck cutely embarrassed himself by rapping. A famous face can afford to have a little fun at his own expense:
Video: Dunkin’ Donuts - Ben Affleck
Ben Affleck has appeared in Dunkin’ Donuts ads several times. Last time, for example, he manned the Drive-Thru window.
George Clooney loves Nespresso
While Affleck is into doughnuts, Clooney is addicted to caffeine. Czech viewers know the famous American actor from the TV series ER, where he played the charismatic Dr Ross, as well as from a number of films such as The Ides of March, the action drama Three Kings, the drama The Perfect Storm and the comedy Ocean's Eleven. And, of course, coffee ads. Since 2006, the greying gentleman has been the face of Nespresso.
Video: Nespresso - George Clooney
But in addition to being a coffee lover and connoisseur, George Clooney also played a detective in an ad.
Brad Pitt only drinks coffee from a De’Longhi coffee machine
George Cloony has no monopoly on the delicious drink. Another Hollywood star, Brad Pitt, is successfully dabbling in the coffee range. The advert, set in the Italian countryside, is underscored by pleasant music that beautifully complements the story. What woman could resist! All that’s left is to have a cup of coffee with Brad...
Video: De’Longhi - Brad Pitt
Like Cloony at Nespresso, Brad Pitt is no newcomer in the De’Longhi brand and has appeared in multiple ads.
Harrison Ford drinks Japanese Kirin beer - and more!
The roles of Han Solo in Star Wars and the title character in the films Indiana Jones have made Harrison Ford an international star and one of the highest-earning actors of all time. Even the Japanese fell in love with him, especially when he made a series of hilarious ads for Kirin Lager beer brand in the early 1990s. One of the best is the one set in a sauna. Harrison Ford shares it with a Japanese man and they both have a craving for beer.
Video: Kirin - Harrison Ford
Aside from beer, Ford has appeared several times in ads for the Lancia Lybra or in spots on Amazon Alexa. The really funny one, for example, is the one about ordering dog food.
Keanu Reeves as cyber specialist for Palo Alto Networks
The Matrix hero has appeared in a number of adverts. Among the most recent ones is an ad for Palo Alto Networks. The protagonist of the spot titled “This is Precision AI” is a cybersecurity professional who needs the latest tools to keep up with the business landscape threats that are evolving due to the proliferation of artificial intelligence. To connect with as many customers as possible, Palo Alto needed the perfect avatar to represent its clients in the campaign.
Reeves was one of many candidates that Palo Alto Networks evaluated as a possible face for the campaign. However, Keanu Reeves met several other requirements besides being a Hollywood icon: he is known for his versatility and talent, is a cult actor who guarantees financial success, and has a positive public image. The latter factor is crucial in the world of cybersecurity.
Video: Palo Alto Networks - Keanu Reeves
Keanu Reeves has also shone in a number of other ads. The 2018 Super Bowl ad for the American company Squarespace is worth mentioning. Keanu Reeves, as a Squarespace customer and co-founder of Arch Motorcycle, surfs one of his bikes in the ad. While riding his motorcycle, Reeves encourages viewers to take the same metaphorical leap and follow their passions and dreams.
Video: Squarespace - Keanu Reeves
Bruce Willis makes a funny noise after drinking a Hell Energy iced coffee
In a 2020 ad, Bruce Willis promoted the Hell Energy brand for the second time. The pairing of Willis as the tough guy with one of the most beautiful women in the world - Zuleyka Rivero - is a real hit. The commercial for the iced coffee range was filmed in a luxury apartment on the 52nd floor of a New York skyscraper. “This year’s filming took place at a beautiful location, we had a lot of fun and everything went smoothly. Even though with Bruce’s conspiratorial smile, we included a little gag in the closing scene of the spot, this ad has a very different feel from the previous one. Bruce’s cool and charming personality fits our concept perfectly and in Zuleyka, we found the perfect partner for it,” said Péter Pantl, Director of International Communication and Marketing at Hell Energy, about filming the ad.
Video: Hell Energy - Bruce Willis
Besides coffee, however, Willis also has a soft spot for DieHard car batteries. This is an action story straight out of Die Hard movie!
J.K. Simmons jumps rope for Farmers Insurance
Simmons, who became famous for his role of J. Jonah Jameson in the famous Spider-Man films, has appeared in more than 60 Farmers Insurance ads since 2010, playing the role of Professor Burke. In a spot called “Epic Skips”, he encourages viewers not to skip the ad and learn more about Farmers Insurance. Meanwhile, he jumps rope with perfect finesse:
Video: Farmers Insurance - J. K. Simmons
Jeff Goldblum houses aliens
Jeffrey Goldblum is associated mainly with Jurassic Park, and is usually cast as a scientist and scholar. His quirky speech has attracted the attention of the Apartments.com brand. Goldblum was featured in an ad that shone during last year’s Super Bowl. The ad blends science fiction with reality. The spot opens with a scene reminiscent of a blockbuster about an alien invasion. But everything is different. The aliens aren’t here to conquer Earth, they are just looking for a place to stay! Jeff Goldblum, as Brad Bellflower, bridges the gap between the human and alien worlds and, with his typical talent, translates their needs for intergalactic rentals. Apartments.com has chosen the perfect spokesperson for its ad at Super Bowl 2024. The aliens were given the opportunity to use the website to find a beautiful place to live.
Video: Apartments.com - Jeff Goldblum
Arnold Schwarzenegger is a really good neighbaaa
The list of famous actors can’t omit the Terminator, actually Arnold Schwarzenegger, who - as a State Farm employee - rescues puppies and a pregnant woman from a burning house in the ad. Due to a problem with the pronunciation of the phrase “good neighbour”, another movie star comes to help him - Danny DeVito. Clearly, the famous Arnie has no problem making fun of himself. The ad was one of the highest rated during last year’s Super Bowl.
Video: State Farm - Arnold Schwarzenegger
Advertising as a breeding ground for acting stars
It isn’t easy to cast a star like George Clooney or Arnold Schwarzenegger in an ad. Especially in terms of finance. The cheaper way is to cast a budding star. It is a win-win situation for both parties. For a reasonable obolus, the brand gets faces that are slowly starting to make a name for themselves and aren’t completely unknown, while the actors get a chance to show themselves to the masses. Plus, there is the hope that someone will take notice and an amazing role will fall into their lap, changing their life.
From Brad Pitt to Matthew McConaughey to Steve Carell to Leonardo DiCaprio, many of the top film, theatre and TV actors got their start in advertising. Ads are simply a great place to gain experience in front of the camera. But some actors like to return to ads even when the whole world knows their face. Let’s take a look at some of the funny bits.
Leonardo DiCaprio and the bubble gum
Long before DiCaprio surrendered to the waves of the ocean in the destruction of the Titanic, he made several ads. In one of them, the future Academy Award winner shows off his natural charisma while demonstrating the strong taste of Bubble Yum.
Video: Bubble Yum - Leonardo DiCaprio
Morgan Freeman - Polaroid
Future Oscar winner and exceptional voice actor, Morgan Freeman, starred in a number of TV ads early in his career. One such ad was a Polaroid spot from the 1970s. But Freeman does not play the role of the photographer... Do you recognise him?
Video: Polaroid - Morgan Freeman
In a nutshell
The use of male actors in advertising makes sense. Men are usually associated with authority and competence, which helps increase the brand prestige. In addition, brands can use the image of the ‘classic hero’ to reinforce the perception of the product as a symbol of strength or success. In turn, certain types of men can bring a certain romanticism, attractiveness and charisma to advertising, which works well for women in front of television screens. Similarly, a man portraying a father or partner in an ad can resonate with viewers, as this type of role adds emotional depth to the spot. And if the man is also a famous actor, the ad is guaranteed to get the world’s attention. Everyone wants to be like the charming Brad Pitt, the charismatic George Clooney, the witty Bruce Willis or the strong and gentle Arnold Schwarzenegger.