Musicians as the Messenger

And the award for best use of a Rock Star in a Super Bowl Commercial goes to….

Dexcom & Nick Jonas

In a Super Bowl that featured Bruce Springsteen preaching unity and “The Voice” trio of Levine, Shelton and Stefani emphasizing the importance of a good wireless network it was the most unlikely spot with a different host of “The Voice” that delivered the right messenger for the message. 

When brands identify celebrity endorsers the diligence process can range from complex to simple. Audience and advertiser familiarity goes a long way. So do agents and agencies working to “align”. Throw in the occasional CMO who wants to hang with their hero or impress their kids and you’ve got a wide range of reasons why certain artists end up in ads. 

The big splash at the big game had to be Jeep. Two minutes of airtime and The Boss narrating a message focused on the road ahead and traveling it together. Yet, for all the right components the ad faced a likely insurmountable conflict between message and messenger. Springsteen speaks often of hope and togetherness but he’s been politically outspoken in one direction for years. He also was speaking on behalf of a brand that can claim right to the road but not unity as a brand value. 

By contrast, Nick Jonas, is a user of the Dexcom product. He’s a face to Type 1 diabetes and on the biggest stage he represented cool and hip in a way that a brand trying to show itself as innovative could connect with for the audience. There was no forced connection where you had to guess why the celebrity was there or where his own personal brand was at odds with the message or brand. 

Brand values alignment is critical for brand financial success. If consumers are disconnected they will voice that disconnect with their wallet. When brands get the right messenger to deliver their message it can have an exponential financial impact. And on this Super Bowl Sunday it was the right “Voice” star shining brightly for Dexcom.