Using a celebrity can be highly effective - Nespresso X George Clooney springs to mind. But there is always a risk that the celebrity will steal the show (it’s their job, after all) overshadowing the brand and resulting in advertising with little commercial impact. This, combined with the high cost, lack of exclusivity and possibility that the celebrity could desert the brand (or even tarnish its image) at any time, means that using a celebrity is rarely a risk worth taking.

For a useful discussion about the pros and cons of using celebrities in advertising, check out this LinkedIn thread.